Sustainable pricing strategies: Analysis and recommendations for action

Sustainability is no longer a marginal issue - it influences corporate strategies, market mechanisms and consumer decisions worldwide. At the same time, demand for sustainable products is increasing, particularly in the consumer goods sector. Companies are faced with the task of integrating sustainability criteria into their pricing strategies.

Consumers are increasingly willing to pay a price premium for sustainable products - the so-called "greenium". However, this willingness to pay varies depending on the product category, sustainability features and target group. Companies should therefore develop differentiated pricing models in order to secure competitive advantages and at the same time set transparent price signals.

Despite the growing interest in sustainable products, pricing remains complex. There is often a gap between the stated intention to buy and actual purchasing behaviour. Factors such as affordability, availability and a lack of transparency in pricing make it difficult for sustainable alternatives to penetrate the market.

Using two case studies - a fashion e-commerce company and a large German food retailer - we analyse how sustainability affects pricing. Our data-based study shows which criteria consumers particularly value and how companies can optimise their pricing strategies.

The white paper offers practical insights to help you design sustainable product portfolios and pricing strategies.