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What premium are young Indians willing to pay for sustainable skincare products
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Resumo(s)
This research investigates the average premium young Indians are willing to pay for sustainable
skincare products and the demographic factors that have an impact on this premium. The study
uses a quantitative survey approach, using dichotomous choice testing. Regression tests and
confirmation mean comparison tests are done to check the statistical significance of the proposed
hypotheses. The results show that willingness to pay higher premiums is driven by income and
age but gender plays no significant role. The findings have practical implications for companies
as they can tailor pricing decisions better to meet the demands of this specific consumer segment.
Descrição
Palavras-chave
Indian market Sustainable skincare products Willingness to pay Premium Young consumers CES MIM