Papers on “willingness to pay”
Research on “willingness to pay” in the 480 tracked journals: papers per year and category, the journals, institutions and countries publishing it, the keywords studied with it and its most-cited papers. It is not among the most frequent keywords of the last 30 days, so this page has no list of its latest papers. Also as Markdown.
← Top research keywords · Keyword trends
Key findings#
- From 2017 to 2026 (so far), the keyword “willingness to pay” appeared in 2,075 papers in the tracked journals, most of them in economics (1,169), operations research (259) and health economics and policy (221).
- 213 of them were published in 2025, against 192 in 2017.
- Since 2023, the institutions with the most of these papers were Hong Kong Polytechnic University (17), The University of Sydney (14) and University of Leeds (13).
- The journals publishing most of them were Ecological Economics (57), Transportation Research Part A Policy and Practice (40) and Energy Policy (30).
- The most-cited of them is “Discrete Choice Experiments in Health Economics: Past, Present and Future” (PharmacoEconomics, 2018), with 803 citations.
Papers per year#
20172026 (so far)
| Category | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 (so far) |
|---|---|---|---|---|---|---|---|---|---|---|
| Economics | 112 | 129 | 123 | 130 | 129 | 123 | 107 | 108 | 113 | 95 |
| Operations Research | 23 | 22 | 31 | 25 | 22 | 22 | 20 | 27 | 41 | 26 |
| Health Economics and Policy | 20 | 16 | 25 | 13 | 27 | 24 | 19 | 21 | 23 | 33 |
| Tourism and Hospitality | 11 | 13 | 5 | 19 | 12 | 7 | 8 | 16 | 12 | 18 |
| Marketing | 12 | 9 | 12 | 12 | 9 | 13 | 9 | 13 | 9 | 22 |
| Management | 5 | 6 | 10 | 6 | 7 | 15 | 6 | 8 | 8 | 7 |
| Finance | 5 | 5 | 6 | 5 | 13 | 4 | 3 | 8 | 3 | 11 |
| Information Systems | 4 | 2 | 3 | 7 | 2 | 1 | 2 | 5 | 1 | 1 |
| AI | 0 | 2 | 0 | 1 | 1 | 0 | 1 | 0 | 2 | 2 |
| Higher Education and Research | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 1 | 0 | 0 |
| Statistics | 0 | 1 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 |
| Accounting | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 1 | 0 |
| All categories | 192 | 205 | 217 | 219 | 222 | 210 | 175 | 207 | 213 | 215 |
Where the papers come from#
| # | Journal | Papers |
|---|---|---|
| 1 | Ecological Economics | 57 |
| 2 | Transportation Research Part A Policy and Practice | 40 |
| 3 | Energy Policy | 30 |
| 4 | Food Policy | 27 |
| 5 | Energy Economics | 26 |
| 6 | Journal of Retailing and Consumer Services | 26 |
| 7 | Transport Policy | 25 |
| 8 | Environmental and Resource Economics | 21 |
| 9 | International Journal of Hospitality Management | 19 |
| 10 | Journal of Behavioral and Experimental Economics | 19 |
| # | Institution | Papers |
|---|---|---|
| 1 | Hong Kong Polytechnic University | 17 |
| 2 | The University of Sydney | 14 |
| 3 | University of Leeds | 13 |
| 4 | Centre National de la Recherche Scientifique | 12 |
| 5 | Cornell University | 11 |
| 6 | National University of Singapore | 11 |
| 7 | University of Warsaw | 11 |
| 8 | Korea University | 10 |
| 9 | Kyung Hee University | 10 |
| 10 | Seoul National University | 10 |
| # | Country | Papers |
|---|---|---|
| 1 | United States | 208 |
| 2 | China | 136 |
| 3 | Germany | 95 |
| 4 | United Kingdom | 93 |
| 5 | South Korea | 55 |
| 6 | Australia | 48 |
| 7 | Italy | 48 |
| 8 | Netherlands | 46 |
| 9 | Spain | 41 |
| 10 | France | 40 |
| # | Keyword | Papers |
|---|---|---|
| 1 | consumer preferences | 56 |
| 2 | discrete choice experiment | 53 |
| 3 | preference heterogeneity | 47 |
| 4 | stated preference | 41 |
| 5 | contingent valuation | 34 |
| 6 | willingness to accept | 22 |
| 7 | COVID-19 pandemic | 21 |
| 8 | quality-adjusted life years | 21 |
| 9 | gender differences | 20 |
Most-cited papers#
| # | Citations | Per month | Title | Journal | Published | Authors |
|---|---|---|---|---|---|---|
| 1 | 803 | 8.4 | Discrete Choice Experiments in Health Economics: Past, Present and Future | PharmacoEconomics | 2018-11-02 | Vikas Soekhai, Esther Wilhelmina de Bekker-Grob, Alan R. Ellis et al. |
| 2 | 728 | 9.6 | Impact investing | Journal of Financial Economics | 2020-07-17 | Brad M. Barber, Adair Morse, Ayako Yasuda |
| 3 | 590 | 7.8 | Social costs of tourism during the COVID-19 pandemic | Annals of Tourism Research | 2020-07-07 | Richard T.R. Qiu, Jinah Park, ShiNa Li et al. |
| 4 | 514 | 5.4 | What have we learned? A review of stated preference and choice studies on autonomous vehicles | Transportation Research Part C Emerging Technologies | 2018-12-18 | Christos Gkartzonikas, Konstantina Gkritza |
| 5 | 495 | 4.8 | When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions | Tourism Management | 2018-03-18 | Zeya He, Laurie Luorong Wu, Xiang Robert Li |
Cite this page
Scholar4AI. (2026). Papers on “willingness to pay”. Journal and Conference Research Rankings. Retrieved November 3, 2026, from https://scholar4ai.com/keywords/willingness-to-pay
@misc{scholar4ai-keywords-willingness-to-pay,
author = {{Scholar4AI}},
title = {Papers on “willingness to pay”},
year = {2026},
howpublished = {\url{https://scholar4ai.com/keywords/willingness-to-pay}},
urldate = {2026-11-03},
note = {Journal and Conference Research Rankings; data from OpenAlex (CC0); licensed CC BY-NC 4.0}
}