Research: Assessing the Impact of Sustainability Claims on Consumer Willingness-to-Pay ...

Research question: How do sustainability claims influence consumer willingness-to-pay for fast-moving consumer goods in digital and offline retail environments?

Background & Motivation: As environmental concerns grow, brands increasingly make sustainability claims to differentiate their products and appeal to conscious consumers. Understanding how these claims affect consumer purchasing decisions is critical for strategic pricing and positioning.

Research Gap: Although prior studies have examined consumer attitudes toward sustainability, limited empirical work isolates the direct effect of sustainability claims on willingness-to-pay, especially across digital and offline retail channels.

Approach & Contribution: This research will conduct controlled experiments and analyze real-world purchasing data to measure the effect of sustainability claims on stated and revealed willingness-to-pay. The findings will clarify the effectiveness of sustainability claims in driving price premiums and identify moderating factors such as channel, product category, and demographic variables.

Why It Matters: Results will inform marketers, pricing strategists, and policymakers about how sustainability messaging translates into economic value, guiding both sustainable product development and communication strategies.