Consumer Willingness to Pay for Sustainable Products

This study examines consumer willingness to pay (WTP) for sustainable products based on message framing. Results indicate that message frame and construal level influence WTP through cost–benefit perceptions. Eco-friendly frames are associated with higher perceived benefits and instill in participants a sense of hope. Abstract frames, on the other hand, are associated with higher perceived costs and induce anger and sadness among participants. This research has important practical implications for communication and marketing professionals who use strategic messaging to influence purchasing behaviors.