Consumers willingness to pay for carbon taxes as part of companies value proposition
Author
Dos Santos Silva, Ricardo
Term
4. term
Publication year
2021
Submitted on
2021-08-13
Pages
59
Abstract
This thesis examines what drives consumers’ willingness to pay for carbon taxes as part of companies’ value propositions against the backdrop of climate change and the often limited public acceptance of environmental taxation. Addressing a gap in the literature, it links country-level context with individual motivations and values. Using a quantitative cross-sectional design, the study draws on European Social Survey (ESS) Round 8 data and tests hypotheses within a conceptual framework through multilevel linear regression. The analysis encompasses both individual factors (such as customs and beliefs) and country-level factors. Findings indicate that both contextual and individual-level factors shape consumers’ willingness to pay for carbon taxes, with recognition of climate change as a problem emerging as the strongest driver. The study offers insights to help firms and policymakers design value propositions and communications that enhance acceptance of carbon taxes and support climate action across countries.
Denne afhandling undersøger, hvad der driver forbrugeres villighed til at betale for CO2-afgifter som en del af virksomheders værditilbud i lyset af klimaforandringer og den ofte lave offentlige accept af grønne skatter. Studiet adresserer et identificeret hul i litteraturen ved at koble landespecifikke forhold med individuelle motivationer og værdier. Med et kvantitativt tværsnitsdesign anvendes European Social Survey (ESS) runde 8 som datagrundlag og hypoteser testes gennem multilevel lineær regressionsanalyse i et konceptuelt framework. Analysen omfatter både individuelle faktorer (fx skikke og overbevisninger) og landefaktorer. Resultaterne viser, at både landekontekst og individuelle motivationer påvirker forbrugeres villighed til at betale for CO2-afgifter, og at anerkendelsen af klimaforandringer som et problem er den stærkeste drivkraft. Afhandlingen bidrager med indsigter, der kan hjælpe virksomheder og beslutningstagere med at udforme værditilbud og kommunikation, som øger accepten af CO2-afgifter og understøtter klimaindsatsen på tværs af lande.
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