{
  "id": 18116801,
  "title": "Enjoyment increases consumers' willingness to pay for sustainable products",
  "url": "https://urgent.news/2026/11/04/enjoyment-increases-consumers-willingness-to-pay-for-sustainable",
  "topic": "science",
  "section": "Science",
  "published": "2026-11-04T12:00:21.000Z",
  "source": {
    "name": "Phys.org",
    "slug": "phys-org",
    "url": "https://phys.org/news/2026-11-enjoyment-consumers-willingness-pay-sustainable.html"
  },
  "original_language": "en",
  "account": null,
  "summary": "Consumers are more willing to pay for sustainable products if they also perceive them as enjoyable and appealing, according to a study conducted at the University of Eastern Finland. However, environmental friendliness alone does not always translate into willingness to pay.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}