Perceived Consumer Effectiveness and Willingness to Pay for Credence Product Attributes of Sustainable Foods

While perceived consumer effectiveness has consistently been linked to socially conscious attitudes, such as sustainable consumption decisions, the concept appears have confounded with other related constructs in empirical studies measuring its effects on buying intentions and behaviour. A food evaluation is based product values credibility health, origin, environment, ethical concerns. The research aimed examine if sustainability-related an impact purchase intention willingness pay for products, order provide information pricing of foods. study was carried out using a quantitative approach sample 1204 young consumers self-administered online questionnaire. results indicated significant positive relationship between consumers’ premium price attributes. Based this WTP Index developed. findings revealed that strong connection products