Willingness to pay for the “Green Food” in China

With use of payment card survey data of willingness to pay (WTP) for the “Green Food”, a unique food certification in China, this study finds that age and income are important for the WTP for the Green Food in China. There are structural differences in consumer preference for Green Food between the large city and the small county. Consumers in China, on average, are willing to pay 47% more for Green vegetables and 40% more for Green meat than for their conventional counterparts. Compared with the real markets and the previous studies, our results are very consistent and reliable.     

Do tech products have a beauty premium? The effect of visual aesthetics of wearables on willingness-to-pay premium and the role of product category involvement

Does design, not technology, affect consumers' valuation of wearable devices? This study empirically examines the impact of the visual product aesthetics of wearables on consumers’ willingness-to-pay (WTP) premium, along with the relevant intervening consumer psychology of perceived benefits. The results of an online survey revealed a significant and positive association between the visual product aesthetics of wearables and WTP, perceived product quality (PQ), and perceived enjoyment (PE) of wearables. In addition, PE mediated the relation between visual aesthetics and WTP, while PQ did not. Meanwhile, consumer involvement moderated the relation between visual aesthetics and WTP. Implications and limitations were discussed.