How Cultural Involvement in Different Brand Types Influences Willingness to Pay Premium: The Mediating Role of Brand Happiness by Zhimin Zhou, Yuan He, Yufeng Xie, Shafaqat Mehmood

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When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services by Mauricio Santos, Walesska Schlesinger

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Increase consumers’ willingness to pay a premium for organic food in restaurants: Explore the role of comparative advertising by Weiping Yu, Xiaoyun Han, Fasheng Cui

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The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty by Hong Huo, Xinyu Jiang, Chunjia Han, Sheng Wei, Dingyao Yu, Yang Tong

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How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products by Manhua Zheng, Decong Tang, Jianhong Chen, Qiujin Zheng, Anxin Xu

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When green energy feels cozy: The interplay of protected values, the halo effect, and demographics in consumers’ renewable energies adoption by Juan Pablo Loaiza-Ramírez, Torsten Reimer, Carlos Eduardo Moreno-Mantilla

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Effect of restorative experience in reducing the risk perception of COVID-19 infection: Korean male campers’ well-being and willingness to pay a premium for camping by Sooyoung Choi, Nuri Choi, Insin Kim

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Factors Affecting the Desire to Do Sustainable Tourism and Willingness to Pay a Premium for It by Azadeh Kazeminia, پگاه بابایی

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Integrating self-determined needs into the relationship among product design, willingness-to-pay a premium, and word-of-mouth: a cross-cultural gender-specific study by Gilal FG, Zhang J, Gilal NG, Gilal RG

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