Abstract
This paper explores the connection between consumer knowledge and sustainability, examining how new sustainability-related information can influence consumers' willingness-to-pay (WTP) for sustainable products. Our analysis was based on an adapted version of Ajzen's Theory of Planned Behavior model, in which knowledge is conceptualized as a dynamic, modifiable variable that can reshape behavioral intentions. To test the model, we surveyed 191 Hungarian consumers using a within-subjects design that measured WTP both before and after exposure to verified sustainability facts, allowing us to directly quantify knowledge-driven changes. The sample, while diverse in some respects, overrepresented highly educated urban inhabitants, limiting the ability to generalize findings to the broader population. Data were analyzed in SPSS using regression and parametric statistical tests. The results show that new, product-specific sustainability information can positively affect stated WTP among respondents who were previously unaware of the presented facts. On average, increases of 2.3% (confidence interval [CI]: 1.2% - 3.4%) were observed in the fashion industry, 3.1% (CI: 2% - 4.3%) in the food industry, and 7.4% (CI: 6.2% - 8.6%) in the automotive industry. While these findings are based on hypothetical purchasing scenarios rather than actual behavior, they indicate that expanding consumer knowledge - especially in the automotive sector - has the potential to create price advantages for sustainable products among informed, receptive consumer segments.