A Conceptual Analysis of the Antecedents of Willingness to Pay a Premium for Packaged Food Products with Sustainable Labels among Working Adults in Malaysia

Abbasi Kamardi, A., Amoozad Mahdiraji, H., Masoumi, S., & Jafari-Sadeghi, V. (2022). Developing sustainable competitive advantages from the lens of resource-based view: Evidence from IT sector of an emerging economy. Journal of Strategic Marketing, 1–23. https://doi.org/10.1080/0965254X.2022.2160485
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al Mamun, A., Syed Ali Fazal, Ahmad, G., Yaacob, M. R., & Mohamad, Mohd. R. (2018). Willingness to Pay for Environmentally Friendly Products among Low-Income Households along Coastal Peninsular Malaysia. Sustainability, 10(5), 1316. https://doi.org/10.3390/su10051316
Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda. Sage Open, 13(1), 21582440231156563. https://doi.org/10.1177/21582440231156563
Bandara, U. C., & Amarasena, T. S. M. (2018). Impact of Relative Advantage, Perceived Behavioural Control and Perceived Ease of Use on Intention to Adopt with Solar Energy Technology in Sri Lanka. International Conference and Utility Exhibition on Green Energy for Sustainable Development (ICUE), 1–9. https://doi.org/doi: 10.23919/ICUE-GESD.2018.8635706
Berger, J. (2019). Signaling can increase consumers’ willingness to pay for green products. Theoretical model and experimental evidence. Journal of Consumer Behaviour, 18(3), 233–246. https://doi.org/10.1002/cb.1760
Cai, Z., Xie, Y., & Aguilar, Francisco X. (2017). Eco-label credibility and retailer effects on green product purchasing intentions. Forest Policy and Economics, 80, 200–208. https://doi.org/10.1016/j.forpol.2017.04.001
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189–197.
Chen, X., Gao, Z., Swisher, M., House, L., & Zhao, X. (2018). Eco-labeling in the Fresh Produce Market: Not All Environmentally Friendly Labels Are Equally Valued. Ecological Economics, 154, 201–210. https://doi.org/10.1016/j.ecolecon.2018.07.014
Cook, B., Costa Leite, J., Rayner, M., Stoffel, S., Van Rijn, E., & Wollgast, J. (2023). Consumer Interaction with Sustainability Labelling on Food Products: A Narrative Literature Review. Nutrients, 15(17), 3837. https://doi.org/10.3390/nu15173837
Dagher, G. K., Itani, O., & Kassar, A. N. (2015). The Impact of Environment Concern and Attitude on Green Purchasing Behavior: Gender as The Moderator. Contemporary Management Research, 11(2), 179–206. https://doi.org/10.7903/cmr.13625
De Canio, F. (2023). Consumer willingness to pay more for pro-environmental packages: The moderating role of familiarity. Journal of Environmental Management, 339, 117828. https://doi.org/10.1016/j.jenvman.2023.117828
De Canio, F., Martinelli, E., & Endrighi, E. (2021). Enhancing consumers’ pro-environmental purchase intentions: The moderating role of environmental concern. International Journal of Retail & Distribution Management, 49(9), 1312–1329. https://doi.org/10.1108/IJRDM-08-2020-0301
Duarte, P., Silva, S. C., Roza, A. S., & Dias, J. C. (2024). Enhancing consumer purchase intentions for sustainable packaging products: An in-depth analysis of key determinants and strategic insights. Sustainable Futures, 7, 100193. https://doi.org/10.1016/j.sftr.2024.100193
Dupont, R. (2018). GREEN TRUST PERCEPTIONS OF ECO-LABELS. University of Central Florida.
Eisinger Balassa Boglarka & Koteczki Reka. (2023). Eye Tracker Experiment Buying Decision-Making Process with a Focus on Sustainable Consumption—Case Study. Chemical Engineering Transactions, 107, 547–552. https://doi.org/10.3303/CET23107092
Fanasch, P., & Frick, B. (2020). The value of signals: Do self-declaration and certification generate price premiums for organic and biodynamic wines? 249. https://doi.org/10.1016/j.jclepro.2019.119415
Febriane, R., Wibowo, W., & Agrippina, Y. R. (2023). The Influences of Perceived Credibility and Consumer Attitude Towards Purchase Intention of Some by Mi’s YouTube User Generated Content. In E. H. Saragih, R. P. Sitio, R. Fitriyani, D. Silalahi, & Y. T. Negash (Eds.), Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022) (Vol. 221, pp. 324–337). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-076-3_24
Flores, P. J., & Jansson, J. (2022). SPICe—Determinants of consumer green innovation adoption across domains: A systematic review of marketing journals and suggestions for a research agenda. International Journal of Consumer Studies, 46(5), 1761–1784. https://doi.org/10.1111/ijcs.12810
Frank, B., Enkawa, T., Schvaneveldt, S. J., & Herbas Torrico, B. (2015). Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters. Technological Forecasting and Social Change, 99, 252–266. https://doi.org/10.1016/j.techfore.2015.06.029
Future Market Insights Inc. (2024) Sustainable Label Market Outlook from 2024 to 2034. https://www.futuremarketinsights.com/reports/sustainable-labels-market#:~:text=The%20global%20sales%20of%20sustainable,USD%202%2C374%20million%20by%202034
Goedertier, F., Weijters, B., & Van Den Bergh, J. (2024). Are Consumers Equally Willing to Pay More for Brands That Aim for Sustainability, Positive Societal Contribution, and Inclusivity as for Brands That Are Perceived as Exclusive? Generational, Gender, and Country Differences. Sustainability, 16(9), 3879. https://doi.org/10.3390/su16093879
Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092. https://doi.org/10.1016/j.jclepro.2023.136092
Gorton, M., Tocco, B., Yeh, C. H., & Hartmann, M. (2021). What determines consumers’ use of eco-labels? Taking a close look at label trust. Ecological Economics, 189. https://doi.org/10.1016/j.ecolecon.2021.107173
Habibo?lu, Ö., Ozhan, S., & Uslu, A. (2024). The effects of openness to experience on paying more in luxury brands. Int. J. Electronic Customer Relationship Management, 14(3/4), 254–274.
Hosseinikhah Choshaly, S. (2019). Applying innovation attributes to predict purchase intention for the eco-labeled products: A Malaysian case study. International Journal of Innovation Science, 11(4), 583–599. https://doi.org/10.1108/IJIS-04-2019-0038
Hsu, J. L., Sung, C.-C., & Tseng, J.-T. (2023). Willingness-to-pay for ready-to-eat clean label food products at convenient stores. Future Foods, 7, 100237. https://doi.org/10.1016/j.fufo.2023.100237
Huang, L., Solangi, Y. A., Magazzino, C., & Solangi, S. A. (2024). Evaluating the efficiency of green innovation and marketing strategies for long-term sustainability in the context of Environmental labeling. Journal of Cleaner Production, 450, 141870. https://doi.org/10.1016/j.jclepro.2024.141870
Isac, N., Javed, A., Radulescu, M., Cismasu, I. D. L., Yousaf, Z., & Serbu, R. S. (2024). Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-04352-0
Kabaja, B., Wojnarowska, M., ?wiklicki, M., Buffagni, S. C., & Varese, E. (2023). Does Environmental Labelling Still Matter? Generation Z’s Purchasing Decisions. Sustainability, 15(18), 13751. https://doi.org/10.3390/su151813751
Kim, C., & Kim, K. (2024). Income, environmental quality and willingness to pay for organic food: A regional analysis in South Korea. Humanities and Social Sciences Communications, 11(1), 973. https://doi.org/10.1057/s41599-024-03463-x
Kirmani, M. D., & Khan, M. N. (2018). Decoding willingness of Indian consumers to pay a premium on green products. South Asian Journal of Business Studies, 7(1), 73–90. https://doi.org/10.1108/SAJBS-11-2016-0091
Knößlsdorfer, I., Sellare, J., & Qaim, M. (2021). Effects of Fairtrade on farm household food security and living standards: Insights from Côte d’Ivoire. Global Food Security, 29, 100535. https://doi.org/10.1016/j.gfs.2021.100535
Kollmuss, A., & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260. https://doi.org/10.1080/13504620220145401
Koty, A., C. (2022, November 10). How to Obtain Halal Certification in Malaysia. ASEAN Briefing. https://www.aseanbriefing.com/news/how-to-obtain-halal-certification-in-malaysia/
Kumar, A., & Basu, R. (2023). Do eco-labels trigger green product purchase intention among emerging market consumers? Journal of Indian Business Research, 15(3), 466–492. https://doi.org/10.1108/JIBR-09-2022-0248
Kumar, P., Polonsky, M., Dwivedi, Y. K., & Kar, A. (2021). Green information quality and green brand evaluation: The moderating effects of eco-label credibility and consumer knowledge. European Journal of Marketing, 55(7), 2037–2071. https://doi.org/10.1108/EJM-10-2019-0808
Kwistianus, H., Hatane, S. E., & Rungkat, N. (2020). Environmental Concern, Attitude, and Willingness to Pay of Green Products: Case Study in Private Universities in Surabaya, Indonesia: Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020). 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020), Singaraja, Indonesia. https://doi.org/10.2991/aebmr.k.201212.019
Larceneux, F. (2001). Proposition d’une échelle de mesure de la crédibilité d’un signe de qualité. : https://www.researchgate.net/publication/44164729
Lee, E. J., Bae, J., & Kim, K. H. (2020). The effect of environmental cues on the purchase intention of sustainable products—Google Search. Journal of Business Research, 120, 425–433.
Lestari, M. R., & Nita, A. (2021). The Influence of Sustainable Product’s Attributes Toward the Willingness to Pay for Sustainable Product. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(8), 542–551. https://doi.org/10.47405/mjssh.v6i8.981
Liang, J., Li, J., Cao, X., & Zhang, Z. (2024). Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle. Sustainability, 16(10), 3976. https://doi.org/10.3390/su16103976
Loaiza-Ramírez, J. P., Moreno-Mantilla, C. E., & Reimer, T. (2022). Do consumers care about companies’ efforts in greening supply chains? Analyzing the role of protected values and the halo effect in product evaluation. Cleaner Logistics and Supply Chain, 3, 100027. https://doi.org/10.1016/j.clscn.2021.100027
Lopes, J. M., Gomes, S., & Trancoso, T. (2023). The Dark Side of Green Marketing: How Greenwashing Affects Circular Consumption? Sustainability, 15(15), 11649. https://doi.org/10.3390/su151511649
Ma, X., Liu, Z., Meng, T., Florkowski, W. J., & Mu, Y. (2022). Impact of Food Sustainability Labels on the Price of Rice in Online Sales. Foods, 11(23), 3781. https://doi.org/10.3390/foods11233781
Mabkhot, H. (2024). Factors affecting millennials’ green purchase behavior: Evidence from Saudi Arabia. Heliyon, 10(4), e25639. https://doi.org/10.1016/j.heliyon.2024.e25639
Maduku, D. K. (2024). How environmental concerns influence consumers’ anticipated emotions towards sustainable consumption: The moderating role of regulatory focus. Journal of Retailing and Consumer Services, 76, 103593. https://doi.org/10.1016/j.jretconser.2023.103593
Menzli, L. J., Smirani, L. K., Boulahia, J. A., & Hadjouni, M. (2022). Investigation of open educational resources adoption in higher education using Rogers’ diffusion of innovation theory.
Minh Vu, Q., Kai Liao, Y., Thi, Y., Nu To Truong, G., Minh Binh Nguyen, P., & Wu, W.-Y. (2022). The Influence of Personality Traits on Intention to Purchase Green Products. International Journal of Service Science, Management, Engineering, and Technology, 13(1). https://doi.org/10.4018/IJSSMET.298675
Mladenovic, M., Van Trijp, H., & Piqueras-Fiszman, B. (2024). (Un)believably Green: The Role of Information Credibility in Green Food Product Communications. Environmental Communication, 18(6), 743–760. https://doi.org/10.1080/17524032.2024.2317910
Moscovici, D., Gow, J., Valenzuela, L., Rana, R., Ugaglia, A. A., & Mihailesc, R. (2024). Assessing the Age Effect on Consumer Attitudes and Willingness to Pay for Sustainably Produced Wine: A Transnational Analysis. Journal of Sustainability Research, 6(3). https://doi.org/10.20900/jsr20240048
Moussa, S., & Touzani, M. (2008). The perceived credibility of quality labels: A scale validation with refinement. International Journal of Consumer Studies, 32(5), 526–533. https://doi.org/10.1111/j.1470-6431.2008.00713.x
Muluneh, M., G. (2021). Impact of climate change on biodiversity and food security: A global perspective—A review article. Agriculture & Food Security, 10(36). https://doi.org/10.1186/s40066-021-00318-5
Nekmahmud, Md., & Fekete-Farkas, M. (2020). Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability, 12(19), 7880. https://doi.org/10.3390/su12197880
Neuhofer, Z. T., Lusk, J. L., & Villas?Boas, S. (2023). Can a sustainability facts label reduce the halo surrounding organic labels? Applied Economic Perspectives and Policy, 45(4), 2204–2234. https://doi.org/10.1002/aepp.13350
Nuryakin, N., & Maryati, T. (2022). Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance? Cogent Business & Management, 9(1), 2065948. https://doi.org/10.1080/23311975.2022.2065948
Oesman, I. (2021). Consumers’ Willingness to Pay More for Eco Friendly Products (Green Products) Classification Daily Needs Products. Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia. Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia, Bekasi, Indonesia. https://doi.org/10.4108/eai.17-7-2020.2303067
Oturakci, M., & Yuregir, O. H. (2018). New approach to Rogers’ innovation characteristics and comparative implementation study. Journal of Engineering and Technology Management, 47, 53–67. https://doi.org/10.1016/j.jengtecman.2017.12.004PDF. (n.d.).
Pham, T. C. A., Le, M. H., & Vu, T. K. O. (2021). Generation Z willingness to pay for sustainable apparel: The influence of labelling for origin and eco-friendly material. Journal of International Economics and Management, 20(3), 42–59. https://doi.org/10.38203/jiem.020.3.0015
Potter, C., Bastounis, A., Hartmann-Boyce, J., Stewart, C., Frie, K., Tudor, K., Bianchi, F., Cartwright, E., Cook, B., Rayner, M., & Jebb, S. A. (2021). The Effects of Environmental Sustainability Labels on Selection, Purchase, and Consumption of Food and Drink Products: A Systematic Review. Environment and Behavior, 53(8), 891–925. https://doi.org/10.1177/0013916521995473
Primi, R., Grossi, G., Danieli, P. P., Vitali, A., Lacetera, N., & Ronchi, B. (2024). State of the art and challenges in the environmental labelling for animal food products. Italian Journal of Animal Science, 23(1), 1104–1123. https://doi.org/10.1080/1828051X.2024.2381751
Przepiorka, W., & Berger, J. (2017). Signaling Theory Evolving: Signals and Signs of Trustworthiness in Social Exchange. In B. Jann & W. Przepiorka (Eds.), Social dilemmas, institutions, and the evolution of cooperation (pp. 373–392). De Gruyter. https://doi.org/10.1515/9783110472974-018
Qi, L. W., Narayana Nair, M. N., & Munusamy, K. (2024). Driving Factors of Working Adults Organic Food Purchase Intentions. International Journal of Business and Technology Management, 6(2), 467–478. https://doi.org/10.55057/ijbtm.2024.6.2.41
Raghavendra, A. H., Bala, P. K., & Mukherjee, A. (2024). Text mining analysis of retail and consumer service leaders’ sustainability narratives: Are they actually true? Journal of Retailing and Consumer Services, 80. https://doi.org/10.1016/j.jretconser.2024.103921
Ribeiro, M. A., Seyfi, S., Elhoushy, S., Woosnam, K. M., & Patwardhan, V. (2023). Determinants of generation Z pro-environmental travel behaviour: The moderating role of green consumption values. Journal of Sustainable Tourism, 1–21. https://doi.org/10.1080/09669582.2023.2230389
Riskos, K., Dekoulou, P. (Evi), Mylonas, N., & Tsourvakas, G. (2021). Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model. Sustainability, 13(12), 6867. https://doi.org/10.3390/su13126867
Scott, S. D., Plotnikoff, R. C., Karunamuni, N., Bize, R., & Rodgers, W. (2008). Factors influencing the adoption of an innovation: An examination of the uptake of the Canadian Heart Health Kit (HHK). Implementation Science, 3(1), 41. https://doi.org/10.1186/1748-5908-3-41
Segal, M. (2023, November 14). Consumers Willing to Pay 12% Premium for Sustainable Products: Bain Survey. ESG Today. https://www.esgtoday.com/consumers-willing-to-pay-12-premium-for-sustainable-products-bain-survey/
Sesini, G., Castellini, G., Iannello, P., Lombi, L., Lozza, E., Lucini, L., & Graffigna, G. (2023). Determinants of the willingness to buy products certified by omics technology: Differences between regular and occasional consumers of organic food. Food Research International, 164, 112324. https://doi.org/10.1016/j.foodres.2022.112324
Shah, N. U., Selvaraj, R., Hashim, N. M. H. N., Omar, N. A., & Agus, A. (2020). The effect of private label brand credibility on consumer purchase intention: The mediating role of relational variables. Middle East J. of Management, 7(5), 471. https://doi.org/10.1504/MEJM.2020.109683
Shah, S. S., & Asghar, Z. (2023). Dynamics of social influence on consumption choices: A social network representation. Heliyon, 9(6), e17146. https://doi.org/10.1016/j.heliyon.2023.e17146
Sheikh, A., Mirzaei, M., & Ahmadinejad, B. (2023). Factors Influencing Green Purchase Behavior: Price Sensitivity, Perceived Risk, and Attitude towards Green Products. Contemporary Management Research, 19(3), 153–174. https://doi.org/10.7903/cmr.22824
Shi, J., & Omar, N. A. (2024). The effect of greenwashing on green purchase intention: Perceived betrayal as a mediator and brand loyalty as a moderator. Journal of Infrastructure, Policy and Development, 8(9), 7520. https://doi.org/10.24294/jipd.v8i9.7520
Shojaei, A. S., Barbosa, B., Oliveira, Z., & Coelho, A. M. R. (2024). Perceived greenwashing and its impact on eco-friendly product purchase. Tourism & Management Studies, 20(2), 1–12. https://doi.org/10.18089/tms.20240201
Siddharta, A. (2024). People who are willing to pay more for sustainable products in Malaysia 2023 (Rakuten Insights). Statista. https://www.statista.com/statistics/1320924/malaysia-willingness-to-pay-more-for-sustainable-products/
Sigurdsson, V., Larsen, N. M., Alemu, M. H., Gallogly, J. K., Menon, R. G. V., & Fagerstrøm, A. (2020). Assisting sustainable food consumption: The effects of quality signals stemming from consumers and stores in online and physical grocery retailing. Journal of Business Research, 112, 458–471. https://doi.org/10.1016/j.jbusres.2019.11.029
Sigurdsson, V., Larsen, N. M., Folwarczny, M., Fagerstrøm, A., Menon, R. G. V., & Sigurdardottir, F. T. (2023). The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags. Journal of Business Research, 154. https://doi.org/10.1016/j.jbusres.2022.113338
Sijabat, R. (2024). The Effect of Perceived Relative Advantage and E-Commerce Knowledge on The Behavior of Doing Online Business Among Undergraduate Students in Indonesia. Jurnal Ecodemica?: Jurnal Ekonomi Manajemen Dan Bisnis, 8(1), 38–47. https://doi.org/10.31294/eco.v8i1.21639
Singh, P., Sahadev, S., Wei, X., & Henninger, C. E. (2023). Modelling the antecedents of consumers’ willingness to pay for eco?labelled food products. International Journal of Consumer Studies, 47(4), 1256–1272. https://doi.org/10.1111/ijcs.12900
Spence, M. (1973). Job Market Signaling. The Quarterly Journal of Economics, 87(3), 355. https://doi.org/10.2307/1882010
Swaim, J. A., Maloni, M. J., Napshin, S. A., & Henley, A. B. (2014). Influences on Student Intention and Behavior Toward Environmental Sustainability. Journal of Business Ethics, 124(3), 465–484. https://doi.org/10.1007/s10551-013-1883-z
Tam, K.-P., & Chan, H.-W. (2017). Environmental concern has a weaker association with pro-environmental behavior in some societies than others: A cross-cultural psychology perspective. Journal of Environmental Psychology, 53, 213–223. https://doi.org/10.1016/j.jenvp.2017.09.001
Thornton, P., Chang, Y., Loboguerrero, A. M., & Campbell, B. (2023). Perspective: What might it cost to reconfigure food systems? Global Food Security, 36, 100669. https://doi.org/10.1016/j.gfs.2022.100669
Trivedi, R. H., Patel, J. D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196, 11–22.
Ulva Arsyistawa, & Hartono, A. (2022). The effect of eco-label and perceived consumer effectiveness toward green purchase. International Journal of Research in Business and Social Science (2147- 4478), 11(9), 57–66. https://doi.org/10.20525/ijrbs.v11i9.2223
Ut-tha, V., Lee, P.-P., & Chung, R. (2021). Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers. Sage Open, 11(4), 21582440211052956. https://doi.org/10.1177/21582440211052956
Vicente, P., Marques, C., & Reis, E. (2021). Willingness to Pay for Environmental Quality: The Effects of Pro-Environmental Behavior, Perceived Behavior Control, Environmental Activism, and Educational Level. Sage Open, 11(4), 21582440211025256. https://doi.org/10.1177/21582440211025256
Volschenk, J., Gerber, C., & Santos, B. A. (2022). The (in)ability of consumers to perceive greenwashing and its influence on purchase intent and willingness to pay. South African Journal of Economic and Management Sciences, 25(1). https://doi.org/10.4102/sajems.v25i1.4553
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238. https://doi.org/10.1016/j.jretconser.2018.08.015
Wong, C.-B., & Nor, K. M. (2020). The Influence of Perceived Relative Advantage and Perceived Compatibility on Customer Initial Trust on an Unfamiliar Web Vendor. International Journal of Academic Research in Business and Social Sciences, 10(7), Pages 354-366. https://doi.org/10.6007/IJARBSS/v10-i7/7423
Yu, W., Han, X., & Cui, F. (2022). Increase consumers’ willingness to pay a premium for organic food in restaurants: Explore the role of comparative advertising. Frontiers in Psychology, 13, 982311. https://doi.org/10.3389/fpsyg.2022.982311
Yuwono, M. A. B. (2016). Impact of coffee product packaging and labeling on purchase intentions with mediating of brand image. Academy of Strategic Management Journal, 15(3), 150–154.
Zainab, S., & Anupama, P. (2022). Sustainability Labels in Food Industry. 15.
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product Information on Consumer Buying Behaviour with Customer satisfaction in mediating role. Frontiers in Psychology, 12(720151). https://doi.org/10.3389/fpsyg.2021.720151

Musa, N. C., & Kadir, B. (2025). A Conceptual Analysis of the Antecedents of Willingness to Pay a Premium for Packaged Food Products with Sustainable Labels among Working Adults in Malaysia. International Journal of Academic Research in Business and Social Sciences, 15(2), 899–919.

Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode