How to Test Willingness to Pay for Services

Angel: For testing willingness to pay in general, I like to emulate as much of reality as possible. So when it's something that's actually on the market, you can do this pretty easily through observation. We had a large e-commerce giant come to us and they wanted to understand how much Gen Z specifically valued sustainable options. And what they were seeing was that the products that were more sustainable, more green weren't necessarily selling as well as some of the other options.