An Empirical Study on Consumer Trust and Willingness-to-Pay
· Empirical Research · Sabanci University
SEMSmartPLSEmpirical Methods Supervisor: Dr. Melek Akın Ateş
Designed and ran an empirical study using Structural Equation Modeling (PLS-SEM in SmartPLS) to test how green trust mediates the relationship between perceived product attributes and willingness-to-pay a premium for sustainable technology. Includes survey design, construct validation, and mediation analysis.