Willingness to Pay (WTP) and Willing to Accept (WTA)

Instructions

Review the article by Joselow (2019) in your required readings (see Below for the article link). For this assignment, describe the potential impacts this situation may have on Volkswagen. Analyze how this may affect their total value proposition from a sustainability perspective. Include a discussion of non-use values for the business’s green products. How should the business improve its focus on Willingness to Pay (WTP) and Willing to Accept (WTA), or consumer surplus? What are your recommendations for improvements?

Your well-written paper should meet the following requirements:

Be 6-7 pages in length, which does not include the title page, abstract, or required reference page, which are never a part of the minimum content requirements.
Use academic writing standards and APA style guidelines.
Support your submission with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Review the grading rubric to see how you will be graded for this assignment.

Below is the article:
https://www.scientificamerican.com/article/vw-emissions-cheating-scandal-increased-childrens-pollution-exposure/