Work

Willingness to Pay for Craft Beer: The Role of B‐Corp Certification and Origin of Ingredients

Year: 2026

Type: article

Abstract: ABSTRACT Craft breweries are continually looking for ways to differentiate their products. This study investigates consumers' willingness‐to‐pay (WTP) for Florida craft beer featuring the differentiating attributes of B‐Corp certification and ingredients origin. Utilizing a choice experiment with 2346 respondents, we analyzed the impact of B‐Corp certification and behavioral traits like altruism, warm glow, and subjective norms on WTP. Results show a significant increase in WTP after information exposure, highlighting its potential as an important marketing strategy. Additionally, a positive relationship was found between reported warm glow and WTP for B‐Corp certified beer, contributing to an understanding of the targeted market.

Source: Applied Economic Perspectives and Policy

DOI: 10.1002/aepp.70142

Authors: Meri Hambaryan, Glory Orivri, John Lai, Bachir Kassas, Nathan Palardy

Institutions: Middle Tennessee State University, University of Florida

Language: English

Topic: Economic and Environmental Valuation

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W7225381236

FWCI:

Cites: 40

Cited by:

Related to: 10