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  • "Willingness to pay (WTP)"
    In behavioral economics, willingness to pay (WTP) is the maximum price at or below which a consumer will definitely buy one unit of a product.
Start Date: January 2021
Funding: Urban Freight Lab, New York City Department of Transportation
Project Budget: $56,000
Principal Investigator(s): Dr. Anne Goodchild
(This project is being conducted under the Urban Freight Lab's (UFL) Technical Assistance Program, where UFL contributes to the project by providing 1:1 match funds in terms of staff and/or research assistants to complete project tasks.) This project focuses on conducting targeted freight industry market research to identify strategies that can support charting a pathway to zero-emission freight strategies for New York City by 2050 and identify the associated roadblocks and barriers to entry.