Evidence that consumers are willing to pay a premium for ethical brands is _____.

Question

Quizplus · Accepted Answer

The evidence regarding consumers' willingness to pay a premium for ethical brands is mixed. Some studies and market observations suggest that a significant number of consumers are willing to pay more for products that are ethically produced or are from brands that engage in ethical practices. However, other studies indicate that while consumers may express a preference for ethical products, their actual purchasing behavior does not always align with these stated preferences, especially if the ethical products are significantly more expensive than their non-ethical counterparts. This discrepancy between stated preferences and actual purchasing behavior contributes to the mixed evidence on this topic.

Evidence That Consumers Are Willing to Pay a Premium for Ethical