engleski

Pricing Policy Management in the Context of Sustainability and Strengthening Environmental Awareness

Strengthening of consumers’ environmental awareness is often considered as the greatest opportunity since the industrial revolution for the remixing of market forces. In fact, it involves changes which represent, at the same time, an opportunity and a threat for economic entities. Those wishing to capitalize these changes must adjust all elements of their marketing program. Therefore, a specific green marketing mix can be identified. In the pricing policy management in this context there are three basic objectives: consumers’ expectations regarding value for money, target profit of an economic entity and impact on preservation of natural environment. Thereby, the focus is extended from the price concept to the concept of total consumer cost. Specifically, the price concept does not necessarily include the entire cost ensued for the consumer as a result of the purchasing decision since it does not cover the cost of the entire consumption process. In the case of green products, these cost components may represent an important element of success on the market, especially because the price often includes a so-called pricing premium.

Green marketing mix; pricing policy; sustainability; environmental awareness

nije evidentirano