How consumers perceive products that are both sustainable and competitively priced

Abstract

Major environmental problems are causing sustainable products to become more salient, and this trend is expected to continue. To ensure mainstream adoption of sustainable products, prices need to drop to competitive levels. However, many consumers already doubt the truth of claims regarding sustainable products, and since these commodities are expected to come with a price premium, they might be distrusted if they are priced at a competitive level. This thesis examines how consumers perceive products that are both sustainable and competitively priced. The perceived credibility of sustainable products was found to be a critical factor in increasing a consumer’s purchase intention.