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Keywords: Willingness to pay
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (3): 368–382.
Published: 09 January 2024
...Mei-Jung (Sebrina) Wang; Emmanuel Kwame Opoku; Aaron Tham Purpose This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types...

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