Abstract
Statement of Problem
The goal of this paper is to determine if there is a relationship between consumer behaviors and sustainable product pricing. Sustainable products are becoming more prevalent in the market and are often being offered at higher prices than their non-ecofriendly competitors are charging. My goal is to determine if this price premium is warranted and affected by consumer behaviors.
Sources of Data
I have conducted many hours of research of scholarly articles from some of the most popular and influential journals in the educational system. These articles are used to try to shed light on the correlation of sustainability, consumer behavior, and pricing.
Conclusions Reached
I found that consumer behavior does influence sustainable pricing products and have proposed five different ideas to help firms capitalize on this opportunity. I have found that environmental sustainability has become a way of life along with a marketing ploy, and that the pricing of sustainable products is correlated with consumer behavior.