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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Bibliografski detalji

Glavni autori:	Mei Kei Leong, Kian Yeik Koay
Format:	Artigo
Jezik:	Inglês
Izdano:	Elsevier 2026-02-01
Serija:	Acta Psychologica
Teme:	Perceived social sustainability of brands Brand image Willingness to pay for a premium Environmental concern
Online pristup:	http://www.sciencedirect.com/science/article/pii/S0001691825013381
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