Private actors have been actively working on standards that certify products and their production processes to minimize negative externalities. The number of Voluntary Sustainability Standards (VSS) has been increasing over the last few decades, raising interest in understanding their impact on...

Voluntary standards have become a promising mode of governance to promote sustainable production and consumption in global value chains. Despite a growing number of studies on consumers' preferences for sustainable products, insufficient attention has been paid to the heterogeneity of existing...