Search results for "willingness to buy"
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Evaluating consumers' willingness to buy environmentally friendly wines: A store experiment
2014
poster + communication courte confidentiels; The French program Ecophyto 2018 aims at achieving a 50% reduction in pesticide use by 2018. The vine-growing sector being the second largest user of pesticides in France, there is a strong need for French vine-growers to engage in more environmentally sustainable practices. However, they will do so if they are sure that consumers are ready to buy environmentally friendly wines. Thus, the two main objectives of this study were to identify consumers' willingness to buy environmentally friendly wines and to estimate the impact of an information campaign. 220 wine consumers participated in the study. Each consumer came twice, at a 3-week interval, i…
Reinforcing willingness to buy and to pay due to consumer affinity towards a foreign country
2014
International audience; In a tense economic environment where consumers are encouraged to favor local rather than imported products, multinational companies (MNEs) need leverage to enhance their offer regarding local products. This research suggests a consideration of consumer affinity towards a foreign country as a means to reinforce both willingness to buy (WTB) and willingness to pay (WTP). An experiment was conducted with 170 French consumers (non-students). Respondents were asked about their WTB and their WTP for products for which the country of origin varied in a within-subject design based on 1) the level of the respondent's sense of affinity towards the product’s country of origin …