American Journal of Advanced Multidisciplinary Innovation and Research

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Behavioral Pricing of Sustainable Consumer Products

Author(s) Dr. Fei L. Weisstein
Country United States
Abstract The market expansion of sustainable consumer products depends not only on environmental attitudes but also on how consumers interpret the economic sacrifice associated with greener alternatives. Products carrying environmental certifications, lower-impact materials, responsible sourcing claims, improved durability, or reduced resource consumption may command price premiums; however, willingness to accept those premiums is influenced by perceived fairness, reference prices, claim credibility, expected functional value, and the way sustainability benefits are communicated.
This study investigates behavioral pricing as a mechanism for aligning sustainable product value with consumer price perceptions while distinguishing transparent value communication from manipulative price framing. Because no verified consumer dataset was supplied, the article adopts a reproducible simulation-based research design involving 160 synthetic product evaluations distributed equally across four pricing architectures: price parity with a basic eco-label, a 6% premium supported by certified environmental impact, an 11% premium supported by lifecycle-value information, and a 20% premium supported only by a generic green appeal.
The analytical model incorporates claim credibility, perceived sustainable value, perceived price fairness, and purchase intention. The simulated results show a strong positive association between perceived price fairness and purchase intention (r = 0.814). Mean purchase intention was 73.4 under price parity, 69.7 for the certified 6% premium, 70.4 for the lifecycle-framed 11% premium, and only 45.5 for the high-premium generic-green condition.
The findings illustrate that consumers may accept a moderate sustainable-product premium when the additional cost is accompanied by credible, verifiable, and economically interpretable benefits. Behavioral pricing therefore appears most defensible when it clarifies value rather than obscures cost. The paper proposes a fairness-centered pricing framework combining transparent reference prices, credible sustainability information, realistic premiums, lifecycle-value communication, and avoidance of exaggerated environmental or savings claims.
Keywords behavioral pricing; sustainable consumer products; green price premium; perceived price fairness; sustainable consumption; eco-label credibility; reference pricing; willingness to pay; purchase intention
Field Engineering
Published In Volume 6, Issue 3, May-June 2025
Published On 2025-06-22
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