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.



Citation:

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.

Authors

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



Volume

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



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