Consumers' willingness to pay for AI-designed products

Alina Fedosova

Bakalářská práce

Abstract:

This bachelor thesis examines consumers’ willingness to pay a price premium for AI-designed products in the context of energy drinks. The study focuses on whether the involvement of artificial intelligence in product formulation increases perceived value and influences consumer purchase decisions. The theoretical part reviews literature on artificial intelligence in food and beverage product development, consumer perception of technological innovation, and willingness to pay theories, with particular attention to perceived benefits, perceived risks, and trust in AI. The practical part is based on a quantitative online questionnaire survey conducted among 34 respondents. The data were analysed using descriptive statistics, chi-square tests, and Spearman correlation analysis. In addition, a qualitative analysis of consumer reactions to the HELL A.I. energy drink was conducted based on publicly available YouTube reviews. The results show that only a minority of respondents are willing to pay a price premium for an AI-designed energy drink. Perceived risk was identified as the only statistically significant factor negatively associated with willingness to pay, while trust in AI and perceived benefits showed weaker relationships.

Keywords

Artificial intelligence, Consumer perception, Energy drinks, Perceived benefits, Perceived risk, Price premium, Trust in AI, Willingness to Pay, Consumer behaviour, Functional beverages

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 3. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 5. 2026
• Vedoucí: Ing. Jana Kalabisová, Ph.D.
• Oponent: Neha Gupta, MSc.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration