Consumer Willingness to Pay for Sustainability Verified Through Technology : A Review

As sustainability becomes a mainstream concern, consumers are increasingly seeking products that align with their environmental and ethical values. However, this rising demand is tempered by widespread skepticism about the authenticity of corporate sustainability claims. The prevalence of greenwashing has led to a significant trust deficit, highlighting the need for reliable, transparent verification mechanisms. Emerging technologies—such as blockchain, QR codes, sensors, and artificial intelligence—offer potential solutions by providing verifiable and traceable sustainability information throughout the supply chain.

This study proposes to investigate how technology-verified sustainability influences consumers’ willingness to pay (WTP) a price premium. While existing literature confirms a growing intent among consumers to support sustainable products, a persistent attitude-behavior gap indicates that intention does not always translate into action. The central research question addresses whether and how technology-enabled verification can build consumer trust and drive actual purchasing behavior.

The study’s objectives include measuring the influence of technology-based verification on WTP, identifying the most trusted technologies, examining moderating factors like product category and demographics, and understanding consumer perceptions of these technologies. Through a mixed-methods approach—combining discrete choice experiments, focus groups, and interviews—the research aims to provide a multi-dimensional understanding of consumer behavior.

Expected findings suggest a positive correlation between technology-verified claims and WTP, especially among younger, environmentally conscious, and tech-savvy consumers. However, the impact is likely to vary across different technologies and product types. Limitations include potential biases in stated preferences and the nascent adoption of verification technologies in real-world contexts.

This research will address key gaps in consumer behavior and sustainability literature, offering actionable insights for businesses and policymakers. By enhancing trust through technology, the study aspires to contribute toward narrowing the attitude-behavior gap and fostering a more authentic market for sustainable consumption.