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    Consumers’ willingness to pay for ethical consumption initiatives on e-commerce platforms

    Consumers’ willingness to pay for ethical consumption initiatives on e-commerce platforms af Er-peng WANG, Ning AN, Xian-hui GENG, Zhifeng GAO, Emmanuel KIPROP

    Udgivet 2021-04-01

    Despite China’s fast-growing e-commerce and its great achievement in promoting poverty alleviation through consumption, little is known about Chinese consumers’ online ethical consumption. Using the payment card elicitation method, this paper designs a within-subject survey and a between-subject sur...

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