Purpose This research examined the role of post-conflict marketing in supporting businesses within conflict-affected regions, aligning with the objectives of UN Sustainable Development Goal 16 to foster peaceful societies amid increasing global conflicts. Design/methodology/approach Drawing from the theories of social egalitarianism and consumer discrimination, the study explored the moderating influence of conflict stakeholder on consumer willingness to pay (WTP). Understanding such stakeholder roles underscores post-conflict marketing's potential for economic growth and stability. Two experiments assessed the WTP, WTP a premium price and expected attractiveness of strategic products and services developed by key stakeholders (ex-guerrilla, ex-paramilitaries, ex-militaries, victims and other citizens) in the Colombian post-conflict context among both local (Colombian) and foreign (Japanese) consumers. Findings Results revealed that products associated with victims consistently received higher ratings. A notable contrast emerged as Japanese consumers favoured products of victims over those of regular citizens while rating offerings from ex-paramilitary and retired military stakeholders similarly, unlike their Colombian counterparts. Research limitations/implications The study acknowledges limitations regarding participants' geographic location and experimental design, providing insights for future research and potential refinements. Practical implications The findings offer insights into the impact of consumer attitudes on post-conflict stakeholder entrepreneurship in foreign and local markets, thus contributing relevant knowledge to support market success. Originality/value This is the first study assessing the role of various post-conflict stakeholders in influencing consumer evaluations of products and services. Consequently, these findings contribute to the foundational understanding of post-conflict marketing and offer a benchmark for business development in conflict-affected areas.