Science

Enjoyment increases consumers' willingness to pay for sustainable products

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 04/11/2026, 12:10:24 UTC.

Briefings

A University of Eastern Finland study found that consumers are more willing to pay for sustainable products when they are perceived as enjoyable and appealing. Environmental friendliness alone does not guarantee willingness to pay. The study was conducted in 2026, but specific dates and participant numbers are not provided.

Key points

• Consumers show higher willingness to pay for sustainable products when they are perceived as enjoyable and appealing.

Context

A study conducted at the University of Eastern Finland found that consumers are more willing to pay for sustainable products when they are perceived as enjoyable and appealing. Environmental friendliness alone does not guarantee willingness to pay.

Limitations

Specific dates, participant numbers, and geographic locations are not provided. The study was conducted in 2026, but the exact timeframe and sample size are unknown.

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