Yvonne is a 28-year-old PhD student in marketing at the University of Konstanz, Germany, which is situated next to the lovely Lake of Constance. Yvonne's research focus lies in the field of sustainability marketing and pricing strategies for sustainable products and services.
In her leisure time Yvonne loves wondering around flea markets to search there for hidden treasuries. The other time that is left for leisure (and often there is not much time because she wants to finish her PhD) she does yoga or goes to the uniMotion gym.
Yvonne used the traditional conjoint value analysis (CVA) from Sawtooth Software’s to write her thesis. Yvonnes´ thesis evaluates consumers’ preferences and their willingness-to-pay (WTP) for a carbon label depending on different store environments and product categories. To explore how consumers evaluate an introduction of a carbon label in-store face-to-face interviews with two conjoint tasks in an organic and non-organic supermarket are conducted. The purpose of Yvonnes research is to investigate whether the WTP and utility of the consumer is changed by a possible introduction of a carbon label and how important the German consumer perceives an introduction of a carbon label.