True Price Lab
1 September 2023 - 1 June 2024
The "True Price Lab" project explores the real costs of products, including environmental and social impact. The goal is to provide insight and motivate consumers to pay the true price, with attention to sustainability and fairness. The true price of a product goes beyond the price in the store. It also includes the costs that communities pay alongside polluting factories and the price that future generations bear due to the effects of climate change.
ResultsĀ
First, researchers gather information about Dutch consumers. A questionnaire will be distributed among 2,500 people who represent a good cross-section of the population. With these results, a communication strategy is developed. This strategy is then tested in practice: in the restaurant and espresso bar of the Corry Tendeloohuis.Ā
The project starts in February 2024. The aim of this project is to better understand how to clearly convey the message about true pricing to customers. The project investigates whether customers are willing to pay the true price of food and drinks.Ā
TeamĀ
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Sjoukje GoldmanĀ
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Tessa WelmersĀ
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Iris VeldhuisĀ
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Jesse WeltevredenĀ
PartnersĀ
The True Price Lab is a project of the Centre for Economic Transformation (CET) and the Centre for Market Insight of the Amsterdam University of Applied Sciences (HvA). The Digital Commerce research group is involved as a partner. The project collaborates with True Price & Impact Institute, HvA Facility Management, and caterer CIRFOOD.Ā
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