Sustainable Product Prices
Sustainable Product Prices

Summary/Abstract: The essence of this article is to present the issues of sustainable product prices as a new and poorly recognised area of marketing mix. Sustainable rates pose new challenges for producers and consumers. The prices of most products are not sustainable because they do not include social and environmental costs. In the introduction, the author of studies pointed to the growing consumerism of society, which largely contribute to unsustainable product prices. Aim of the study and the research methods are presented. It also points to the small achievements of literature, both domestic and foreign, dedicated to this issue. In the later part of the paper the importance of money in the economic activities of enterprises is presented. The article focuses on the aspect of sustainable pricing of products. The definition of sustainable prices is included. The final part of the study addresses the issue of existing barriers and difficulties in establishing sustainable product prices. In addition to the outlined problems related to sustainable pricing of products, the author gave practical solutions to the existing difficulties pointing to specific examples. The article is concluded with a summary.

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