...Ken Kumagai Purpose Contemporary consumers appear increasingly sustainability-conscious but less concerned about premium brand names. In this context, this study addresses the role of the brand name in forming willingness to pay (WTP) toward sustainable branded products. The purpose is to identify...

... limited. This study investigates how geographical origin labels influence consumers' perceptions of product value and authenticity of foreign food, as well as subsequent purchase intention (PI) and willingness to pay premium prices (WTPPP). The moderating role of health consciousness...

...Afred Suci; Sri Maryanti; Hardi Hardi; Nining Sudiar Purpose This paper investigates how to design traditional ready-to-eat food packaging by manipulating its shape, font and slogan to promote consumer buying intention and willingness to pay (WTP). Design/methodology/approach Two package...