| Abstract [eng] |
The master’s thesis analyses the influence of sustainable product pricing on consumer purchase intentions. Purpose: The aim of the research is to examine how consumers perceive the price of sustainable products and how this perception affects their willingness to purchase them. Object: The object of the study is the price of sustainable products, while Subject: the subject is consumer intention to buy such products. Methods: The research applies a mixed-method approach, combining a quantitative survey with 307 respondents and qualitative focus group discussions. Statistical analysis, including correlation and regression, was used to identify relationships between key behavioral variables. The qualitative data provided deeper insight into individual motivations, barriers, and contextual influences on sustainable choices. Key results: The results reveal that ecological awareness, perceived control over purchasing decisions, and a positive attitude toward sustainable product pricing significantly affect consumers’ willingness to pay more and their intention to choose sustainable options. However, product-related awareness alone does not have a direct impact on behavior, indicating a gap between knowledge and action. Practical barriers such as higher prices and distrust in labelling remain critical challenges, while social influence and clear communication increase consumer engagement. Conclusion: Based on the findings, it is concluded that sustainable purchasing behavior is shaped by the balance between internal motivations and external obstacles. Practical significance: The study contributes to a better understanding of green consumer behavior and offers practical recommendations for businesses aiming to incorporate sustainability into pricing, communication, and product strategies. |
