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The purpose of this paper is to investigate the influence of customers’ environmental concerns, customers’ perceptions of a hotel’s environmental practices and of the hotels’ environmentally friendly images, on customers’ willingness to pay a price premium to stay at environmentally friendly hotels.

The theoretical framework comprises both social identity theory and value-belief-norm theory. The data were collected through a survey of 454 customers staying at eco-friendly hotels in Spain. The research model is tested by using a structural equation modelling approach.

The findings illustrate that customers’ environmental concerns have a greater explanatory value on their willingness to pay a price premium than do their perceptions of the hotels’ environmental practices. Furthermore, these causal relationships are similar in magnitude when considering the mediating effects of the hotels’ eco-friendly image and the environmental practices.

The empirical findings provide managers with a better understanding of how customers’ environmental concerns and their own sense of identification with environmentally friendly hotels influence customers’ behavioural intentions towards willingness to pay a premium.

The paper contributes to the literature by highlighting those cognitive processes that influence the customers’ willingness to pay a price premium to stay at environmentally friendly hotels. Hence, the study provides valuable information to hotel managers.

This paper aims to examine the relationship between the interaction of the social media manager’s customer orientation and the service climate perceived by supervisors, on the customer’s perception of brand authenticity and, through it, on the willingness to pay a price premium.

This study uses triadic data from 200 social media followers, 20 social media managers and 20 supervisors from a range of industries.

The findings show that the customer orientation of the brand social media managers interacts with their work context to influence social media followers’ perceptions of brand authenticity, and ultimately, their willingness to pay a premium price. Finally, product involvement moderates the relationship between brand authenticity and willingness to pay a premium price.

This study shows how and when the disposition of brand social media managers affects the attitudes and intentions of the social media followers. Further research should continue this novel line of research and explore in greater depth the impact of social media managers and their environments.

Social media managers’ values should fit those of their organization. This organization-person fit reflects on social media and improves social media followers’ perceptions of brand authenticity and, consequently, their willingness to pay a premium price.

Leveraging participation in social media is currently a key issue for firms. However, the internal determinants of successful social media usage have received limited attention from researchers. Therefore, this research contributes to the social media literature by suggesting the need to consider the characteristics of social media managers and their context to promote the outcomes of social media usage, specifically brand authenticity and willingness to pay a premium price.

This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.

Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).

The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.

In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.

This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Este estudio prueba el efecto que tiene la experiencia de marca y el amor a la marca en la lealtad a la marca y la disposición a pagar un precio más elevado en las plataformas de servicios de streaming.

Un modelo de ecuaciones estructurales (SEM) ha sido utilizado para contrastar el modelo teórico propuesto basándose en datos de 220 suscriptores de una conocida marca de servicios de streaming (Netflix).

Los resultados revelan que la experiencia de marca y el amor a la marca tienen un impacto significativo y directo en la lealtad a la marca y la disposición a pagar un precio más elevado en el contexto de televisión por streaming. También, el impacto que tiene la experiencia de marca en la lealtad a la marca y en la disposición para pagar un precio más elevado es parcialmente mediado por el amor a la marca.

En el contexto de la industria de entretenimiento (televisión por streaming), los gerentes de marca pueden diseñar significativas experiencias que sean capaces de crear fuertes lazos emocionales con sus usuarios, incrementando sus niveles de lealtad y disposición a pagar más. Además, los gerentes de marca deben considerar enfocarse al segmento de consumidores jóvenes, pues ellos tienen más apego a la tecnología que las personas mayores.

Este estudio enriquece la literatura existente sobre experiencia de marca en el sector del entretenimiento televisivo aportando evidencia del rol de la experiencia y del amor hacia la marca en la lealtad y la disposición a pagar un precio elevado.

本研究检验了品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿的影响。

结构方程模型（SEM）被用来评估本文所提出的理论模型, 该模型的数据来自于一个知名电视流媒体品牌服务方（Netflix）的220名订阅用户。

本文的结果显示, 品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿有显著的直接影响。同时, 部分品牌体验对品牌忠诚度和高价支付意愿的影响会被品牌喜爱所调节。

在流媒体电视行业中, 品牌经理可以创造更多有意义的体验, 与用户建立强大的情感联系, 从而提高忠诚度和高价支付意愿。同时, 品牌经理应该考虑将他们的工作重点放在年轻消费者身上, 因为他们比老一辈群体对科技有更强的依恋。

本文丰富了关于娱乐电视行业品牌体验的现有文献, 并提供证据证明了体验和品牌喜爱对品牌忠诚度和高价支付意愿的作用。

The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order to achieve a price premium.

The study is based on a quantitative survey of brand images found in food and branding literature and their impact on loyalty as well as customers' willingness to pay a price premium for consumer packaged food.

The survey shows that quality is a significant determinant of price premium, but adding other image dimensions doubles the predictability and understanding about price premium. The strongest determinants of price premium are social image, uniqueness and home country origin. Other significant determinants are corporate social responsibility (CSR) and awareness.

The results help brand managers to recognise the importance of incorporating price premium and to develop a better understanding of what drives price premium in addition to more traditional dimensions as quality and loyalty.

In grocery retailing, the competition for customers, margins and price premiums between manufacturer and private labels is fierce. Traditionally, the literature on this competition has focused on quality and product improvements as the main tool for creating distance to low priced competition. This study looks into other more branding related dimensions to distance from price competition.

This study aims to simultaneously examine the influence of demographic, psychographic and situational factors on consumers’ willingness to pay a price premium (WTPp) for robotic restaurants and to profile market segments based on consumers’ WTPp levels (positive, neutral and negative).

Using an online survey, the data were gathered from a sample of 897 Thai consumers who had dined at a robotic restaurant in the past 12 months. Structural equation modeling, chi-square tests and the one-way analysis of variance were used for data analysis.

Demographic (gender, age, income and marital status), psychographic (perceived advantages/disadvantages, personal innovativeness and personality traits) and situational factors (perceived health risk and self-protection behavior) significantly influence consumers’ WTPp for robotic restaurants. The positive price premium group differs significantly from the neutral and negative price premium groups in terms of demographic, psychographic and situational profiles.

The findings of this study help restaurateurs target the correct customers and set up appropriate price fences to safeguard profits and maximize return on investment.

This study contributes to the literature on technology-based services and hospitality by heeding the calls made by Ivanov and Webster (2021) and providing much-needed empirical evidence of possible changes in consumers’ WTPp for robot-delivered services in restaurants due to COVID-19.

The purpose of this paper is to investigate factors affecting consumers’ willingness to pay (WTP) a premium for organics.

A self-administered questionnaire was used to collect data at five retail stores in metropolitan Bangkok. Exploratory factor analysis and the double-bound contingent valuation method were used for analysis.

Results indicate WTP premiums of 88, 51 and 51 per cent for kale, jasmine rice and pork, respectively. Analysis indicates that respondents are willing to pay a premium if they have already purchased organic products, have good health, strong ethical and environmental concerns, think that organic products provide greater quality and health benefits, and reside in the city. Respondents with children, however, are less likely to pay a premium for organic products. Analysis also indicates that the price premium hinders purchase.

Efforts should be made by policymakers, together with marketers and producers, to lower the price of organic products to attract more consumers.

To enlarge the organic market, one must understand consumers’ preferences for organic products and the premium they will pay for them. This is not well-researched. Though several studies have investigated consumers’ behaviour towards environmentally friendly products in Thailand, there is little research on WTP. This lack is a major impediment to the growth of organic consumption and the development of organic product markets.

This study seeks to investigate significant factors influencing consumers' willingness to pay a premium for three different socially responsible products – organic cotton, sustainable cotton, and US‐grown cotton shirts.

Through random‐digit‐dialing, the study data were collected from 500 respondents nationally via telephone surveys. The survey data were analyzed using stepwise regression and mean comparisons.

More than half of the respondents indicated that they were willing to pay a premium for organic, sustainable, and US‐grown cotton shirts ($5.00 or more for these cotton shirts at the $30.00 retail value). Consumer attitudes toward socially responsible apparel, attitudes toward environment, age, and gender were found to be significant factors for consumers' willingness to pay a premium. Four apparel product evaluative criteria, brand name, laundering requirements, color, and fit, were also found to be important for consumers' willingness to pay a premium.

Generalization from the study findings must be assumed with care due to the telephone survey mode.

Apparel businesses planning to offer organic, sustainable, or US‐grown cotton apparel products may want to emphasize certain tangible benefits, such as strong brand, reasonable price, easy care, color, and fit, concurrently with intangible benefits, such as feeling good by helping society and environment.

The findings showed relationships among attitudes, product evaluative criteria, demographic characteristics, and willingness to pay a premium for three different options of socially responsible cotton apparel, in order to help close the gap between attitudes and behavior in consumer research.

The purpose of this paper is to examine consumer attitudes toward and willingness to pay (WTP) for traceability of tea in China.

The authors used the payment card method to elicit WTP for certified traceable tea and logistic regression model to analyze the factors that affected consumers’ WTP.

The results revealed that most consumers in China were concerned over tea safety; however, their WTP for certified traceable tea was limited. Only income and the degree of concern over tea safety affected the consumer’s WTP for certified traceable tea greatly. When it came to consumers’ WTP a positive price premium, income level, education, and attitude toward traceability of tea significantly influenced the actual premium consumers were willing to pay.

The Chinese government and tea producers should pay attention when implementing tea traceability system. First, raising the consumers’ income contributes to the premiums that consumers are willing to pay for certified traceable tea. Second, social groups, consumer organizations and tea producers should popularize knowledge of tea traceability. Third, given the low price premiums that consumers are willing to pay, the establishment of viable traceability of tea in China requires the producers and the government to bear some of the cost associated with the implementation of this system.

In past studies on WTP for certified traceable food, the study is focussed on meat in developed countries, and the research has expanded range of study, by conducting a survey in China to determine consumers’ WTP for certified traceable tea, and by empirically examining the main factors that influence the willingness of consumers to pay a price premium for certified traceable tea, as well as the premium that these consumers are willing to pay.

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media.

Data from a study of 332 followers of brands on social media were analysed using structural equation modelling.

Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved.

Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price.

The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

Using a unique data set, the purpose of this paper is to test the hypothesis that tenants pay increased accommodation costs for space in energy efficient office property.

The authors obtain lease contracts for office space in central Sydney, Australia. Empirical data on annual gross face rent and contract terms from each lease are combined with building characteristics and measured energy performance at the time of lease. Hedonic regression isolates the effect of energy performance on gross face rent.

No significant price differentials emerged as a function of energy performance, leading to a conclusion that tenants are not willing to pay for energy efficiency. Six factors – tenancy floor level, submarket location, proximity to transit, market fixed effects, building quality specification and, surprisingly, outgoings liability – consistently explain over 85 per cent of gross face rent prices in Sydney.

Rent premiums from an asset owner's perspective could emerge as a result of occupancy premiums, market timing or agent bias combined with statistically insignificant rental price differentials.

Tenants are likely indifferent to energy costs because the paper demonstrates that energy efficiency lacks financial salience and legal obligation in Sydney. This means that split incentives between owner and tenant are not a substantial barrier to energy efficiency investment in this market.

This study is the first to thoroughly examine energy efficiency rent price premiums at the tenancy scale in response to disclosure of measured performance. It also presents evidence against the common assumption that rent premiums at the asset scale reflect tenant willingness to pay for energy efficiency.