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Consumer Response to Eco-Friendly Product Advertising andPricing Strategies in The E-Commerce Retail Industry

Year: 2026

Type: article

Abstract: This paper examines consumer behavior with respect to advertising and pricing approaches ‎for eco-friendly products in the e-commerce industry, based on economic theories of willingness-‎to-pay (WTP) and behavioral models, specifically the Theory of Planned Behavior (TPB). The ‎results from a survey of 90 consumers in Bengaluru show a high familiarity rate with eco-friendly ‎products (95%) and a moderate purchase rate. The analysis of income and WTP correlation ‎shows no significant relationship (r = -0.162, p = 0.283). However, pricing has a significant ‎effect on the purchase rate, as shown by the ANOVA test (F = 5.637, p = 0.007).

Source: International Journal of Accounting and Economics Studies

DOI: 10.14419/e1bdvp68

Authors: Renuka L., Dr. G. A. Venkateshan, Ms. Lakshmi Devi C., Ms. Sajana Balan Manian, Mr. Suprith M., Mr. Avinash Lobo

Institutions: Bharathidasan University, Krupanidhi Degree College, Sacred Heart College (Autonomous)

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

OpenAlex ID: W7130410015

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