... (health orientation and sports participation) moderate willingness to pay (WTP). The goal is to provide evidence relevant for ESG investment decisions in agri-food value chains. Design/methodology/approach A Discrete Choice Experiment (DCE) with eight choice sets (two alternatives plus a no-purchase...

... is a decisive factor for purchasing Fairtrade chocolate among Czech students. Design/methodology/approach This study aimed to examine the relationship between the anticipated conspicuousness of sustainable consumer behaviour (SCB) and willingness to pay (WTP) for Fairtrade chocolate in the stimulus–organism...

...Edgar Marcillo-Yepez; Theodoros Skevas; Kelsi Stubblefield; Chung-Ho Lin; Soheila Abachi Purpose This study investigates the determinants of consumers’ willingness to pay (WTP) for black walnuts in the US. Design/methodology/approach The study uses data from a 2023 survey of 916 US consumers...

...Iddrisu Yahaya; Fred A. Yamoah; Faizal Adams Purpose – The purpose of this paper is to assess consumer motivation and willingness to pay (WTP) for “safer” vegetables from the use of non-treatment options of wastewater use in urban/peri-urban vegetable production. Design/methodology/approach...