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

  • Authors

    • Renuka L. Research Scholar, Department of Commerce, Srimad Andavan arts & science College ‎‎(Autonomous), Tiruchirappalli (Affiliated to Bharathidasan University),Tiruchirappalli,‎ Tamil Nadu, India
    • Dr. G. A. Venkateshan Research Guide, Assistant professor, Department of Commerce, Srimad Andavan arts & ‎science College (Autonomous) Tiruchirappalli, (Affiliated to Bharathidasan University), ‎Tiruchirappalli, ‎Tamil Nadu, India
    • Ms. Lakshmi Devi C. Assistant professor, Department of Computer Science, St. Francis College, 8th Main Road, 3rd Block Koramangala, Bengaluru 560034
    • Ms. Sajana Balan Manian Assistant professor, Department of Computer Science, St. Francis College, 8th Main Road, 3rd Block Koramangala, Bengaluru 560034
    • Mr. Suprith M. Assistant professor, Department of Commerce, Krupanidhi Degree College ‎‎#12/1, Chikkabellandur Carmelaram Post, Varthurhobli 560035
    • Mr. Avinash Lobo Assistant professor, Department of Commerce, ‎Sacred Heart College,‎ Madanthyar, Belthangady Taluk 574224
    https://doi.org/10.14419/e1bdvp68

    Received date: December 1, 2025

    Accepted date: January 30, 2026

    Published date: February 18, 2026

  • Eco-Friendly Products; Pricing Strategies; Advertising Effectiveness; Willingness-To-Pay; Theory Of ‎Planned Behavior; E-Commerce

  • 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).

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  • How to Cite

    L. , R., Venkateshan, D. G. A. ., C. , M. L. D., Manian , M. S. B. ., M. , M. S. ., & Lobo , M. A. . (2026). Consumer Response to Eco-Friendly Product Advertising andPricing Strategies in The E-‎Commerce Retail Industry. International Journal of Accounting and Economics Studies, 13(2), 233-238. https://doi.org/10.14419/e1bdvp68