How and when perceived social sustainability of brands increases consumers' willingness to pay a premium: A multi-sample study

The purpose of this study is to explore the mechanism by which the perceived social sustainability of brands influences consumers' willingness to pay a premium through brand image. Additionally, environmental concern is examined as a moderator in this mediating relationship. Two survey studies were...

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Hlavní autoři:	Mei Kei Leong, Kian Yeik Koay
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Elsevier 2026-02-01
Edice:	Acta Psychologica
Témata:	Perceived social sustainability of brands Brand image Willingness to pay for a premium Environmental concern
On-line přístup:	http://www.sciencedirect.com/science/article/pii/S0001691825013381
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