Environmental marketing: Acceptance of price premium in the Brazilian apparel industry

Abstract

Goal: This study seeks to identify the variables that can influence consumers to pay a premium for the purchase of green products in the apparel industry. It is assumed that the sustainable practices adopted by organizations necessarily imply a price premium to be accepted by the consumer due to associated costs. Method: Based on variables that consider the binomial marketing and environment, a quantitative and descriptive research was developed. A conceptual framework was tested from a questionnaire applied to 269 respondents. The data were analyzed using the Ordinary Least Square linear regression. Originality/Relevance: The article discusses relevant issues, as excessive consumption and consumer responsibility, and innovates by introducing the variable ‘third party assessments’ which has not been commonly used. Results: The results suggest that third party assessments, and the involvement of the consumer as part of the solution for the environmental issue are the main elements that can positively influence consumers to accept to pay a premium price. Theoretical/Methodological contributions: The importance of third-party assessment has not been adopted to explain consumer behavior in relation to sustainable products. This study not only innovates by bringing this variable to the model, but also identifies the importance of this practice. Social/practical contributions to management: For marketers, this research highlights the importance of legitimacy and consumer involvement in solving environmental challenges.