TY  - THES
U1  - Master Thesis
A1  - Portillo Melara, Rodrigo Alejandro
T1  - Product Label Certification and Retail Format: Is There Evidence of a Multiplicative Effect on Consumer’s WTP?
N2  - This thesis analyzes the effects that product label certification of Fairtrade products and the retail format where they are bought by consumers (Supermarkets vs. Discounters) have on the Willingness-to-Pay (WTP) of common grocery store goods. The thesis builds on data obtained from an online-conducted survey where participants had to respond if a determined price point was deemed as cheap or expensive to them and based on the average reaction times of their answers we determined the individual WTP. Two-way ANOVA analysis were performed with this data and some interesting findings were discovered: while a difference can be observed in consumers WTP for goods depending on the retail environment where they are acquired, there is no evidence of multiplicative effect of product labeling and retail format.
KW  - Pricing
KW  - Willingness to pay
KW  - WTP
KW  - Product labels
KW  - Retail format
Y2  - 2023
ER  -