The Importance of Consumer Willingness to Pay for Sustainable Products

There are plenty of environmental issues plaguing the world today. Whether it’s climate change, water shortage or waste, it always boils down to one thing: consumption patterns. Prerna Shah, a Ph.D. student in the Department of Communication at the State University of New York at Buffalo, joins the podcast to share her and Dr. Janet Yang's research where they analyze whether communication can help dispel inaccurate beliefs on sustainable products and if it can drive people toward more positive behavior.