The influence of country-of-origin (COO) and sustainability cues on consumers' willingness-to-pay (WTP) for sustainable products has not been fully elucidated in extant literature. This paper proposes a new conceptual framework for understanding how a brand's COO and sustainability information affect consumers' WTP for the focal brand, drawing on three well-established theories in the fields of marketing and psychology: cue utilization theory, signaling theory and attribution theory.
The impact of sustainability and country-of-origin on consumers’ willingness-to-pay for a brand: A conceptual framework / Scrimieri, Chiara; Diamantopoulos, Adamantios; Matarazzo, Michela; Pastore, Alberto. - (2024), pp. 477-481. (Intervento presentato al convegno Sinergie-SIMA Management Conference Proceedings Management of sustainability and well-being for individuals and society tenutosi a University of Parma - Italy) [10.7433/SRECP.SP.2024.01].
The impact of sustainability and country-of-origin on consumers’ willingness-to-pay for a brand: A conceptual framework.
CHIARA SCRIMIERI
;ADAMANTIOS DIAMANTOPOULOS;ALBERTO PASTORE
2024
Abstract
The influence of country-of-origin (COO) and sustainability cues on consumers' willingness-to-pay (WTP) for sustainable products has not been fully elucidated in extant literature. This paper proposes a new conceptual framework for understanding how a brand's COO and sustainability information affect consumers' WTP for the focal brand, drawing on three well-established theories in the fields of marketing and psychology: cue utilization theory, signaling theory and attribution theory.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
