The impact of sustainability and country-of-origin on consumers’ willingness-to-pay for a brand: A conceptual framework

The influence of country-of-origin (COO) and sustainability cues on consumers' willingness-to-pay (WTP) for sustainable products has not been fully elucidated in extant literature. This research proposes a new conceptual framework for understanding how a brand's COO and sustainability information affect consumers' WTP for the focal brand, drawing on three well-established theories in the fields of marketing and psychology: cue utilization theory, signaling theory and attribution theory.