Pay What You Care? An Exploration of Conscious Pricing

This research examines a new pricing strategy which allows consumers to put a price on their ethics, which we label conscious pricing. We examine Panera Cares, a pay-what-you-want café, and conclude that consumers are not willing to shoulder the burden for social ills such as hunger and poverty.


Giana Eckhardt and Susan Dobscha (2014) ,"Pay What You Care? An Exploration of Conscious Pricing", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 56-57.


Giana Eckhardt, Royal Holloway University of London, UK
Susan Dobscha, Bentley University, USA


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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