Sustainable values and willingness to pay: an analysis of an analytical technique
by Sri Beldona; Jeffrey P. Radighieri; Herbert Remidez
J. for Global Business Advancement (JGBA), Vol. 14, No. 2, 2021

Abstract: The concept of sustainability has become popular in today's business environment as consumers' environmental concerns remain a top priority for consumers. With the US consumer market projected to spend over USD 150 billion by 2021 in the sustainability segment, the importance of offering sustainable products has taken a renewed interest. Today, the agenda for sustainability has gained more traction among small and medium-sized businesses. However, such resource constrained companies do not typically have access to sophisticated tools to discern the drivers of consumer's willingness to pay (WTP) for sustainable products. In this paper we study the factors that influence consumer's WTP for sustainable products in the grocery industry. We show how traditional techniques of analysis such as regression analysis failed to bring out deeper insights that can be gained by using no-code machine learning. Implications of these findings and directions for future research are discussed in detail.

Online publication date: Mon, 21-Jun-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the J. for Global Business Advancement (JGBA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email