Consumers are becoming increasingly concerned about their foods and more particularly, the origin of their foods and the ingredients they contain. In light of the demand for additional origin information, the 100% Canadian milk branding initiative was launched in 2009 as a means of informing consumers about the origin of milk in their dairy products. The information is indicated by the presence of the 100% Canadian milk symbol on dairy products and can be characterized a form of co-branding. The literature on co-branding stipulates that co-branding can result in changed product perceptions either negatively or positively. In addition, the willingness to pay (WTP) literature stipulates that WTP is determined by product attributes and individuals’ characteristics. This thesis therefore seeks to ascertain the factors affecting consumers’ preferences and WTP for products with the 100% Canadian milk symbol. Specifically, the effects of individual characteristics such as health consciousness, patriotic values and risk perceptions on preferences for dairy products with the symbol are evaluated. Concurrently, the study explores the relationship between respondents’ knowledge of the Canadian dairy industry and WTP for the symbol. Data were gathered from a total of 1012 milk and ice cream consumers using two nationwide internet surveys. Estimations are carried out using the Multinomial Logit (MNL) and the Random Parameter Logit models (RPL). The results suggest that consumers in general have positive perceptions of milk and ice cream with the 100% Canadian milk symbol but negatively perceive store brand and organic labels. However, in some cases, combining a store brand label or organic label with the 100% Canadian milk symbol, are shown to alter consumers’ perceptions of the product. Some socio-demographic variables and individual characteristics were also found to be influential in intended purchase behaviours and WTP for milk and ice cream. The findings from this study provide information on consumers’ perceptions and attribute preferences and are expected therefore to contribute to the marketing strategies of the Canadian dairy industry as a whole.

This research aimed to apply the theory of environmental benefits valuation to assess the plan of reformation in Zhongtun and Jiangmei village¡¦s wetland. Environmental change affects economy. Therefore, through people¡¦s feedback and tourists¡¦ participation of ecotourism, this paper discussed the economic benefits in transforming Zhongtun and Jiangmei village¡¦s wetland into an eco-garden. Thus, the research adopted the Payment-card method of the Contingent Valuation Method (CVM), categorized under the Non-market Valuation Techniques (NVT), analyzing the economic benefits of eco-tourism¡¦s virtual market at Zhongtun and Jiangmei village. That is, the amount of people¡¦s Willingness to Pay (WTP) was analyzed to discover the project¡¦s multiple values. Further more, by comparing and contrasting people¡¦s background information, people¡¦s data and differences among other facets were discovered. Finally, in responding to the urgent need in tourism development, this paper integrated tourists and residents¡¦ data to discover the amount of WTP. Such research mode provided a tourism benefits assessment of Zhongtun and Jiangmei village¡¦s eco-garden project, and its conclusion supplied some suggestions to government control and also future plans of the eco-garden. There are 236 respondents (including 162 residents and 74 tourists) willing to take the questionnaire survey assuming the correspondence among people¡¦s background information (resident or tourist), attitude and other variables and WTP. After analysis, the result demonstrates that sex and age have little effect on many variables. On the other hand, people¡¦s background (resident or tourist), education level, average income do have obvious influence. However, the both results are valid, showing the principle this research applied is reliable. The CVM results included: 1. People shows positive attitude toward the ten facets of Zhongtun and Jiangmei¡¦s eco-garden tour. 2. The average accommodation rates for visitors willing to pay for Zhongtun and Jiangmei¡¦s eco-tour is 4000 NT dollars. And each year, about 127000000NT/year dollars 3200NT/year dollars donation per person can be expected in total. 3. The average amount of willingness to pay for people to join in an eco-tour is: 400NT dollars for eco-tour; 400NT dollars for fishing village experience; 400NT dollars for farm life experience, 1200NT dollars in total. 4. The potential tourism benefits of Zhongtun and Jiangmei¡¦s eco-garden are about: 79000000NT/24000000NT year for tourists and 55000000NT/9940000NT year for residents,and 7370000NT/1840000NT year for compensation. In the end, this research hoped to tribute some advices to Zhongtun and Jiangmei¡¦s eco-garden¡¦s management, turning ecological resources into financial sources, for Penghu County to be an ecotourism paradise.

Syftet med denna studie är att analysera vad det är som påverkar bostadspriserna på Uppsalas bostadsmarknad. Det är spekulanternas önskemål och krav, det vill säga deras betalningsvilja som påverkar priset. Det kan skilja sig mellan olika spekulanter men för det mesta ses ett tydligt mönster. Spekulanter värdesätter t.ex. områden som ligger nära centrum. Detta kan bero på att Uppsala är en studentstad där det är många studenter som rör sig från och till staden varje år. Bekvämlighet och närhet till bland annat universitet väger in mycket. Studiens statistik kommer från en av Uppsalas största mäklarbyråer Widerlöv & Co. Möjligheten att bolla tankar och idéer med några av deras mäklare som har varit aktiva i branschen länge har varit värdefull. / The purpose of this study is to get an overview of what it is that affects housing prices at Uppsala's housing market. My conclusion is that speculator´s willingness to pay is effected by their wishes and demands. Speculator´s appreciate the areas close to the city center. This may be due to Uppsala is a university town where there are many students who are moving from and to the city every year. For example convenience and proximity to university is often a high wish. I had access to statistics from one of the Uppsala´s largest real estate agency Widerlöv & Co. I also had the opportunity to discuss ideas with some of their brokers who have been active in the industry for a long time.

This study investigates the economics of water as used by smallholder irrigation farmers in South Africa. The productivity and value of water were estimated with data from two smallholder irrigation schemes: Zanyokwe and Thabina. Production parameters such as fertilisers, seeds, pesticides, equipment, transport, labour, and water were treated as inputs. Various methodologies used to estimate water value, including cost-based approaches, were thoroughly reviewed. The aim was to select the ones with more justification for use in smallholder irrigation sector and also to compare a number of approaches. On a case study basis, three methods were applied: residual valuation method, willingness to pay and cost-based approaches (i.e. accounting costs of O&M). Water productivity and values were then evaluated as per crop, farmer, and scheme. Also, cross-section regression analysis was used to investigate the effect of some key socio-economic factors of production on gross margin and willingness to pay. The results indicated that on average, the value of water varies according to methods, crops, farmers and schemes. In the Zanyokwe scheme, water value estimated by the residual method in cabbage is higher (R1.64 per m3) than the one in dry maize (R0.35 per m3), if intensive and high yield irrigated crops are grown per year. Also, in Thabina, water value for cabbage (R1.14 per m3) outperforms water value for dry maize (R0.02 per m3. This means that there is greater potential in vegetable crops than food grain crops, although the two schemes have different irrigation systems, and such analysis is based on one-year data, which may lack accuracy. Low water valuation is ascribed to low yield and extensive cropping systems, because gross margin per hectare is very low. This signifies the need for expansion in high value crops rather than low value crops. At farm and scheme level, the results were derived by using the Smile database and simulated platform. The Smile platform is a data capturing and a calculation tool. It calculates a number of indicators, economic figures, at scheme and individual farm level, allowing for evaluation of the current situation. The results suggested that at present, the Zanyokwe scheme requires about 1 739 255 m3 of irrigation water per year. The total operational costs (accounting costs of O&M) are about R146 097.42. In other words, supplying 1 m3at farm level will cost R0.084. This implies that if irrigation charges are levied so as to cover O&M costs of the Zanyokwe scheme, the current costs (R0.084) will form only 23% of the average gross margin of R0.37 per m3 used at scheme level. Furthermore, in the Zanyokwe irrigation scheme, the results revealed that the most active and efficient farmers (specialized farmers) can make an average gross margin of R4 105 per ha per year, also achieving the highest water productivity R0.69 in gross margin per m3 consumed. However, in the Thabina scheme, the results indicated that, to supply 1 m3will cost R0.062. Thus, the current water supply costs cover about 56 % of what is earned (i.e. R0.11 per m3 used) at scheme level. Again, the most active farmers (commercially oriented pensioners) are more efficient, with average gross margin of R3 092 per ha per year, also achieving the highest water productivity (R0.53 in gross margin per m3 used). These results suggested that certain smallholder farming systems seem capable of paying for irrigation charges of their respective schemes if they are obliged to do so. As far as willingness to pay (WTP) and cost-based approaches (CBA) are concerned, the results clearly show that the active farmers in the Zanyokwe scheme have lower WTP per m3 (R0.03) than the GM of output (R0.69) per m3 of water used. Also, the accounting cost (R0.084 per m3 of water used) is lower than the GM gained. However, in the Thabina scheme, the situation is quite different. The active farmers are willing to pay R0.19 per m3 of water used. This implies that, if farmers are to pay for the charges in order to cover O&M costs, the farmers in Thabina are ready to pay as much as three times the proposed costs of O&M (R0.062 per m3 of water used), although both the WTP and the accounting cost are lower than GM gained. In these results, it is significant that both the accounting cost and the willingness to pay are lower than the GM per m3 of water used at least in the Zanyokwe scheme. Even though the data were drawn from a sample for one year only, this finding on the perception of farmers has implications for extension and training to improve future productive use. Regarding the findings from cross-section regression analysis, the results for GM (as dependent variable) in general indicated that in the Zanyokwe scheme, only credit affects output positively and significantly. Production costs have significant effect on output, but with a negative correlation. It is striking that all the other factors of production including hired labour show negative and insignificant effects on output. In the Thabina scheme, the most important factors of production in the model are land size (hectare) and production costs (Rand per ha). These two variables influence output positively and significantly. As far as WTP (as dependent variable) is concerned, the results indicated that in the Zanyokwe scheme, it is striking that in all the investigated factors, only credit affects WTP positively and significantly. All other factors are insignificant. Also, gross margin of output per m3, unexpectedly, has displayed a negative and insignificant effect on output. In the Thabina scheme, the results show that the land size per hectare, and gross margin of output per m3 affect WTP positively and significantly. Such results are consistent with the assumptions made in the conceptual framework that a farmer with high gross margin gained at farm level is more likely to pay for water costs than those with poor gross margin. On the basis of these findings, the following recommendations were formulated. Specific policies should include promotion of high value crops and improved varieties of seed for food grain crops (e.g. maize) and vegetables (e.g. cabbage). While improved agronomic practices remain important, there is also potential to increase productivity and profitability of the crops by improving water management practices at the canal-system level, such as better timing of water delivery and increased overall canal-water supplies at the farm level. Finally, from a cost recovery point of view, government should develop a program of cost sharing for capital costs of irrigation development. With regard to inter-sectoral competition, these results highlight that, if inter-sectoral competition is left to uncontrolled market forces may result in smallholder farmers' selling their water rights to sectors which value water at higher levels. To avoid a “liberal trap” such as in the example of Chile (where smallholder farmers "en masse" sold their water rights, resulting ultimately in deeper rural poverty), some form of control/management of water rights transaction involving smallholder farmers is necessary. Finally, the findings of this study can be used in various ways. Since, these values determine the farmer’s ability to pay for water now or in the future, the incentive to use water judiciously will be governed by these values. Secondly, the results can be used to evaluate whether the costs estimated and gross margin per m3 gained at farm level, are in line with the farmers’ willingness to pay. Further work is recommended to clarify these conclusions and provide more policy clarification on the better use of water by smallholder irrigation farmers in South Africa. / Dissertation (MInst.Agrar)--University of Pretoria, 2007. / Agricultural Economics, Extension and Rural Development / unrestricted

After several decades of rapid urbanisation, population growth and industrialisation, most developing countries have now become home to the rapidly increasing informal sector’s polluting activities. With marked failures in their use of traditional Command and Control (CAC) legislation, limited technical and fiscal environmental protection resources coupled with weak environmental protection, complimentary judicial and legislative institutions, it has become necessary for these countries to look somewhere else for environment regulation policy. This study evaluates potential contributions of public-led voluntary agreements programs in the control of informal sector pollution in Lusaka’s Soweto and City markets in Zambia. The study employs Binary Logistic Models to establish factors critical to the successful implementation of environmental management voluntary agreements in the two markets. It also uses the Contingent Valuation Method (CVM) to assess and estimate traders’ Willingness to pay (WTP) for proposed improvements to cleanliness in the markets. The main empirical data for the study was collected by means of a questionnaire survey of 93 traders in the two markets and supplemented by semi-structured interviews. The study finds that indeed voluntary agreements have a potential to control informal sector pollution in developing countries like Zambia. The study also finds that while the informal sector significantly contributes to urban pollution, they are hamstrung by lack of capacity to control their own pollution. The absence of adequate regulatory enforcement and appropriate incentives in terms of waste bins and cleaners in these markets seriously militate against the sector’s limited efforts in implementing positive environmental management in these markets. The traders’ mean willingness to pay (WTP) for the proposed improvement to cleanliness in the two market is K483,384 per trader per year while the total WTP of all the traders in the two markets is K1,208,460,000 or K1.2 billion per year. As a proportion of the traders’ average annual income, the mean WTP amounts to 0.8%. The study concludes that deliberate interventions with the aim of enhancing their capacity are necessary. In this regard specific recommendations have been made for policy intervention in specific key areas, namely; the provision of appropriate incentives in form of increasing the number of waste bins and cleaners in the markets together with supporting organisational structure and efficient services in terms of frequent removal of waste from the markets by the local authority; the expansion and strengthening of the physical presence of regulatory and enforcement agents in these markets and finally; the building of a shared understanding among the traders of the need for maintaining a clean and environmentally conducive market area through continued sensitisation programs in these markets Copyright / Dissertation (MSc(Agric))--University of Pretoria, 2012. / Agricultural Economics, Extension and Rural Development / unrestricted

This study uses the double-bounded bid elicitation format to estimate how much households in the Khalong-la-Lithunya wetland area (KWA) would be WTP (on top of monthly water bills) for wetland resource conservation, and test whether WTP significantly varies with the institution responsible for its conservation management. KWA was purposely selected on account of the critically important role it plays in securing water provisioning ecosystem services; a role that is currently threatened by proximate and ultimate factors hypothesised to be driven by its unrecognised economic value. WTP was thus elicited and compared when the governance institution was (i) the Ministry of Natural Resources, and (ii) a private environmental conservation agency that is currently active in Lesotho i.e. the Transformation Resource Centre (TRC). Purposive and simple random sampling methods were used to collect survey data from 204 households. Results show that respondents have high levels of factual knowledge about the threats to the sustainability of KWA. They also have attitudes, opinions, and perceptions that are receptive to a policy that improves the status quo. Mean WTP was M78.80 per household per month (UB M92.89 and LB M38.21) when the Ministry of Natural Resources was responsible for conservation management in KWA (equivalent to M 0.011 per litre or M0.21 per 20 litre jerry can), and M83.09 per household per month (UB M98.00 and LB M32.94) when TRC was responsible for conservation management in KWA (equivalent to M0.011 per litre or M0.22 per 20 litre jerry can). The null hypothesis of equality of the two mean WTP values was rejected at the 1 % level (t= 4.34 and p = 0.000), suggesting that institution responsible for conservation management in KWA significantly influences households' WTP. Double bounded models differentiated by institution responsible for conservation management in KWA were used to econometrically determine factors that influence households' WTP. Results show that WTP was positively related to the following variables: income, age, education, whether households had experienced seasonal water shortages, knowledge of health risks associated with water shortages, and gender (males had higher WTP). WTP was found to be negatively related to household size (the more the household members, the lower the WTP). These results were consistent with prior expectation and literature. Considering, also, that this study further used secondary sources to estimate that households, on average, spend about M300 per month on water (equivalent to M0.04 per litre or 0.80 per 20 litre jerry can), three key recommendations follow. First, subject to extensive stakeholder consultations, the Water and Sewerage Authority (WASA) of Lesotho should consider adding to the regular charge a resource conservation tax amounting to at least M0.011 per litre of water delivered to customers, i.e. instead of charging M0.04 per litre of water delivered, WASA should charge customers at least M0.051 per litre of water delivered. Second, WASA should consider instituting a policy that isolates the conservation charge from the M0.51 per litre, and explicitly invest it in mitigating the resource conservation challenges in KWA (i.e. the charge should be used to support activities that secure the sustainable water provisioning ecosystem services from KWA). Finally, WASA should consider engaging TRC directly in converting the proceeds from the conservation charge to tangible resource conservation outcomes in KWA, given that households expressed higher WTP when TRC was responsible for its conservation management. / Dissertation (MSc (Agric))--University of Pretoria, 2017. / Agricultural Economics, Extension and Rural Development / MSc (Agric) / Unrestricted

Sammanfattning Titel: "Klimatsmartare förpackning" och "ekologiskt" En undersökning för hur miljöetiketter påverkar konsumentens Intention To Buy och Willingness To Pay. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Charlotta Ekebergh och Thai To Handledare: Patrik Sörqvist Datum: juni, 2021 Syfte: Syftet med föreliggande studie var att undersöka konsumentens intention to buy (ITB) och willingness to pay (WTP) för olika typer av vinförpackningar samt att se om dessaskattningar kan påverkas genom Systembolagets märkningar "klimatsmartare förpackning" och "ekologiskt". Studien undersökte även om det finns några skillnader mellanrespondenternas ITB och WTP för självskattad miljövänlighet, enligt studiens miljöindex. Metod: Studien utfördes med ett faktoriell kvasiexperiment (4x4) med totalt 102 deltagare, där respondenterna fick ge svar utefter en 7-gradig Likertskala i en enkätundersökning innehållandes manipulerade bilder för att besvara studiens hypoteser. Resultat & Analys: Denna studie visar att respondenternas skattade intention att köpa (ITB) och betalningsvilja (WTP), skiljer sig mycket åt beroende på förpackningstyp för vin. Dessa skattningar har i vissa fall visat sig kunna påverkas av Systembolaget etiketter "klimatsmartare förpackning" och "ekologiskt". Resultaten visade att det i stora drag stämmer överens med tidigare empiriska resultat men att även motsättningar har kunnat bekräftas genom statistiskt signifikanta resultat. Examensarbetets bidrag: Denna studie visar signifikanta skillnader för respondenternas skattade intention att köpa (ITB) och betalningsvilja (WTP) för de olika förpackningsalternativen för vin i kombination med de olika etiketterna "klimatsmartare förpackning" och "ekologiskt". Resultatet från studien kan tänkas indikera konsumenters intention att köpa (ITB) och betalningsvilja (WTP) för vin i alternativa förpackningar i kombination med de olika etiketterna. Förslag till fortsatt forskning: Denna studie föreslår vidare forskning där man undersöker konsumenters faktiska köp på Systembolaget i förhållande till konsumentens skattade ITB förekologiska produkter och produkter i klimatsmartare förpackningar. Ytterligare förslag ges för vidare forskning att undersöka om liknande förhållanden råder för andra produktgrupper på Systembolaget. Samt att undersöka konsumenters intention att köpa (ITB) och betalningsvilja (WTP) för alternativa, klimatsmartare förpackningar för andra typer av livsmedel. Nyckelord: Wine, Intention To Buy (ITB), Willingness To Pay (WTP), Organic, Label,Packaging / Abstract Title: "Klimatsmartare förpackning" and "ekologiskt"A study researching how climate friendly labels affect the consumers’ Intention To Buy and Willingness To Pay. Level: Student theses, final assignment for Bachelor Degree in Business Administration Author: Charlotta Ekebergh and Thai To Supervisor: Patrik Sörqvist Date: June – 2021 Aim: The aim for this study was to research whether the consumers intention to buy (ITB)and willingness to pay (WTP) for different types of wine packaging could be altered through the use of Systembolaget’s labels, "klimatsmartare förpackning" and "ekologiskt". (In english the labels would read "climate friendlier packaging" and "organic"). Further, this study aimed to research whether any differences between the respondents ITB and WTP occurs according to the respondent’s self-evaluated environmental friendliness, and this studies’ environmental index. Method: This study was performed with a factorial Quasi-experiment (4x4) with a total of 102 participants, responding through a 7-grade Likert scale in a questionnaire containing manipulated images to answer the hypotheses of this study. Result & Conclusions: This study shows that the respondents estimated intention to buy (ITB) and willingness to pay (WTP) differs greatly depending on the type of wine packaging. These estimates have in some cases been influenced by the Systembolaget’s labels "klimatsmartare förpackning" and "ekologiskt". The results from this study largely showed that they are in line with previous empirical results. However, this study has proven some contradictions to be statistically significant. Contribution of the thesis: This study shows statistically significant differences between therespondents estimated intention to buy (ITB) and willingness to pay (WTP) for the different types of wine packaging in combination with the two labels "klimatsmartare förpackning" and "ekologiskt". The results show an actual indication of consumers intention to buy (ITB) and willingness to pay (WTP) for wine in different types of packaging in combination with the two labels. Suggestions for future research: This study suggests future research to investigate consumers actual purchases at Systembolaget in relation to their estimated intention to buy (ITB) of organic products and products in a more climate friendly packaging. Further suggestions are to investigate whether similar relationships occur for other types of products at Systembolaget. Lastly, investigate whether the consumers intention to buy (ITB) and willingnessto pay (WTP) for alternative, more climate friendly packaging for other types of food. Key words: Wine, Intention To Buy (ITB), Willingness To Pay (WTP), Organic, Label, Packaging

ABSTRACT APPLICATION OF NON-MARKET ECONOMIC VALUATION METHOD TO VALUE THE ENVIRONMENTAL BENEFITS OF GEOTHERMAL ENERGY IN MONETARY TERMS: A CASE STUDY IN YOZGAT PROVINCE Horasanli, Erol M.Sc., Department of Environmental Engineering Supervisor: Assist. Prof. Dr. Emre ALP December 2010, 100 pages Determining environmental economic benefits of geothermal energy is difficult since there is no market for all environmental goods and services related to it. In order to determine and measure the market price of non-market goods and services, non-market valuation methods are used. Since intangible benefits do not have monetary values, non-market valuation techniques are applied to estimate them. Non-market valuation methods are important tools for policy makers in the cost and benefit analysis and environmental impact assessment process to aid their final decision. In this study, the Contingent Valuation Method (CVM) was used to determine the environmental benefits of using geothermal energy for house heating instead of fossil fuels and natural gas in Yozgat (center). The willingness to pay for geothermal energy of the Yozgat residents was determined and underlying motivations to use geothermal energy were assessed. The results showed that the mean willingness to pay (WTP) for the usage of geothermal energy in house heating to increase air quality and mitigate the effects v of climate change is $50/person/month. The results also showed that respondents know the importance of the climate changes and they believe that geothermal energy usage will affect the mitigation of climate changes positively. The geothermal energy investment in the region will amortize itself in 3 years. Therefore, in the feasibility studies, geothermal energy investment seems feasible. During the regression analyses, climate change and air pollution parameters were the most significant parameters for the calculation of mean WTP. Since, decrease in air pollution using geothermal energy, will also mitigate the effect of climate changes, during the geothermal investment in the region, training activities and campaigns should be carried to cover the issues of climate change and global warming to emphasis that geothermal energy will serve for multi-dimensional environmental problems.

The primary argument in favor of mass customization is the delivery of superior customer value. Using willingness-to-pay (WTP) measurements, Franke & Piller (2004) have recently shown that customers designing their own watches with design toolkits are willing to pay premiums of more than 100% (DWTP). In the course of three studies, we found that this type of value increment is not a singular occurrence but might rather be a general phenomenon, as we again found average DWTPs of more than 100% among customers designing their own cell phone covers, T-shirts, and scarves. Building on this, we discuss the sources of benefits that are likely to explain this tremendous value increment. We argue that compared to conventional standard products, a mass-customized product might render the following utilitarian and hedonic benefits: (1) First, the output might be beneficial as self-designed products offer a much closer fit between individual needs and product characteristics. In addition to this mere functional benefit, extra value might also stem from (2) the perceived uniqueness of the self-designed product. As the customer takes on the role of an active codesigner, there may also be two general 'do-it-yourself effects': (3) First, the process of designing per se is likely to allow the customer to meet hedonic or experiential needs (process benefit). (4) Customers may also be likely to value the output of self-design more highly if they take pride in having created something on their own (instead of traditionally buying something created by somebody else). This is referred to as the 'pride of authorship' effect. (author's abstract)

This thesis contributes to the currently still sprawling literature on the force of sustainable investing together with the “Big Five” personality structure (Openness to Experience, Conscientiousness, Extraversion, Agreeableness and Neuroticism). By investigating which personality trait, based on the Big Five personality taxonomy, that was willing to exchange revenue for a higher ESG rating in a hypothetical investment fund, we were able to determine when private investors were willing to pay more for a more sustainable investment. We use new data from our own questionnaire where the respondents are adult individuals residing in Sweden who has invested in the stock market. The data was analyzed with an econometric approach and for the regression ordinary least square and tobit was used. The results revealed that two personality traits (conscientiousness and agreeableness) tended to be less interested in sustainable investments, as they were not willing to pay for a fund with a higher ESG rating, unlike Openness to Experience, where the willingness to pay was high. The other two traits also showed a positive relationship and thus willingness to trade revenue for sustainability. This thesis contributes to the knowledge on how the personality of the private investors can motivate investment decisions and the preference of companies they invest in.