Yvonne Kristin KohnleConsumers‘ Preferences and the Willingness to Pay for Environmental Labels

About this book deutschenglish

Climate change is one of the largest challenges that we are facing at the moment. Consequently, we need to find solutions for this problem. The scientific community widely agrees that consumers have to adjust their daily consumption behavior. Labels are a useful instrument to help consumers eliminate information asymmetries. A carbon label informs and gives the consumer feedback about how environmentally friendly a product is. Currently, there is a discussion about introducing a carbon label for products on a European level.

The aim of this work is to evaluate the attitudes and preferences of German consumers toward low, medium and high carbon labels. Using the method of a conjoint analysis, we can analyze the impact that a product with a carbon label has on the consumers’ preferences for that product. A special focus lies in the impact that a carbon label has on the consumers’ willingness to pay.

About the Author

Yvonne Kohnle received her PhD in Marketing at the University of Konstanz. She worked as a research fellow at the Chair of General Business Administration and Marketing. Her special research focus lies on sustainability marketing and pricing for sustainable products and services as well as on customer satisfaction and loyalty.