# Enjoyment increases consumers' willingness to pay for sustainable products

- Source: Phys.org - latest science and technology news stories
- Published: 2026-11-04T12:00:21+00:00
- Category: Science
- Original: https://phys.org/news/2026-11-enjoyment-consumers-willingness-pay-sustainable.html
- Canonical: https://groundlevelnews.com/story/enjoyment-increases-consumers-willingness-to-pay-for-sustainable-produ-8c5ed0/

Consumers are more willing to pay for sustainable products if they also perceive them as enjoyable and appealing, according to a study conducted at the University of Eastern Finland. However, environmental friendliness alone does not always translate into willingness to pay.

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