Understanding the Price - Sustainability Trade-off in Online Consumer Behaviour: A Green Marketing Perspective
DOI:
https://doi.org/10.62737/qr35w639Keywords:
Price sensitivity, sustainability, green marketing, online consumer behaviour, e-commerce, perceived value, purchase intention, conceptual frameworkAbstract
The increasing integration of sustainability into marketing practices has significantly influenced consumer decision-making in online retail environments. At the same time, price sensitivity continues to play a critical role in shaping online purchase behaviour, often creating a trade-off between consumers’ sustainability intentions and their willingness to pay. Positioned within a green marketing perspective, this study examines the price-sustainability trade-off in online consumer behaviour using a conceptual research approach.
The paper is based on a systematic review of secondary sources, including peer-reviewed journal articles, books, and industry reports related to price sensitivity, green marketing, sustainable consumption, and e-commerce behaviour. Drawing on established theoretical perspectives and prior empirical findings, the study develops a conceptual framework that explains the relationships among price sensitivity, sustainability orientation, perceived value, and online purchase intention.
The study further advances a set of research propositions that illustrate how price considerations may limit or constrain sustainable consumption in online markets. The analysis suggests that while consumers increasingly express concern for environmental sustainability, price-related factors continue to act as a significant barrier to actual green purchasing behaviour in e-commerce contexts. The study contributes to marketing theory by integrating pricing and sustainability perspectives within a single conceptual framework and offers practical insights for marketers designing green pricing and promotional strategies. The proposed model also provides a foundation for future empirical research on sustainable online consumer behaviour.
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