Perceived fairness may affect people’s willingness to pay (WTP). In this study, an online survey with random experiments reveals that perceived fairness has a significant positive impact on consumers’ WTP for cleaner raw water (WTP1) and their WTP for tap water meeting higher water quality...

We examine the impact of a carbon tax on consumer choices via a large-scale online randomized controlled trial. Higher taxes generally reduce the demand for high-carbon goods. Compared to an import tax, a carbon tax reduces demand when the tax is zero (i.e., announced but not levied) but shows...

Excess clothing consumption severely harms the environment, through greenhouse gas emissions, resource degradation and water pollution. For consumers, however, the trade-off between this environmental impact and the convenience of "fast fashion" is hidden at the point of purchase. We present a...