Pricing Strategies for Sustainable Consumer Behavior: A Systematic Review
(A2026-134205)

AUTHORS

Simon Muetze, University of Wuerzburg; Alexander Mauer, University of Wuerzburg; Jana-Kristin Prigge, University of Wuerzburg

ABSTRACT

Pricing strategies influence consumer decisions and are especially important in sustainability contexts, where intentions often fail to translate into action. Because price-related barriers frequently hinder sustainable choices, understanding how pricing strategies work is crucial. To examine effective strategies in this context, we conduct a review of top-tier marketing research and map pricing strategies and their effects on sustainable consumer behavior. We identify two clusters, product-based and cause-based pricing, that support sustainability goals such as waste reduction, adoption of sustainable alternatives, reduced consumption, and donation generation. Cause-based strategies, particularly donations-per-purchase, were most frequently examined. Overall, pricing strategies were primarily studied through behavioral outcomes and show promising potential to foster sustainable consumer behavior. We thus translate these insights into suggestions for research and business practice.