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Keywords: Willingness to pay (WTP)
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2026) 42 (10): 11–13.
Published: 18 September 2026
... Sustainability Beer LOHAS Willingness to pay (WTP) Discrete choice experiment (DCE) Most sustainability budgets rest on an untested assumption: that customers will pay for the effort. A new study in the British Food Journal tests that assumption with money attached. Valverde et al. (2026) put...
