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Introduction
Marketing scholars emphasize the need for more research on pricing as a strategic differentiation tool, with current knowledge evolving (Hinterhuber & Liozu, 2014). Participative pricing, where customers help set prices (KC et al., 2023; Kim et al., 2009; Rabbanee et al., 2022; Roy et al., 2016a,b; Sharma et al., 2020), offers innovative value to consumers. By actively engaging in pricing, consumers feel greater control (Chandran & Morwitz, 2005), perceive higher fairness, and experience increased satisfaction (Haws & Bearden, 2006). This strategy also helps firms differentiate from competitors (Kim et al., 2009). However, the application of participative pricing in socially concerned, environmentally friendly, and sustainable practices remain underexplored (Sabbaghnia et al., 2022). Again, past research shows that 52% of consumers check packaging for sustainability practices and 55% are willing to pay more for environmentally responsible products (Sabbaghnia et al., 2022). This suggests that consumer participation in pricing for socially responsible or eco-friendly products may enhance purchase intent (Byrka et al., 2016), with many willing to pay a premium (Isaac et al., 2015). However, balancing sustainability and profitability is crucial for firms (Haanaes et al., 2013). Adopting participative pricing that includes social and environmental costs can help firms encourage sustainable consumption (Bürgin & Wilken, 2021).
Therefore, it is evident that adoption of participative pricing for sustainable business practices is an under-researched area that warrants attention from scholars. This special issue of Journal of Consumer Marketing aims to expand the horizon of current wisdom on the role consumer participation in price innovation and how it fosters sustainable business practices and achievement of sustainable development goals (SDGs). It invites theoretical, empirical, experimental, and case study research contributions from academics, researchers, and practitioners in the areas matching with the broad theme or specific topics of the special issue.
List of Topic Areas
- Participative pricing for sustainable business practices
- Participative pricing for environmentally friendly products
- Consumer participation in green pricing programme
- Participative pricing to mitigate green gap
- Participative pricing and green supply chain and logistics
- Participative pricing and consumer environmentally friendly behaviour
- Consumers' charity behaviour under participative pricing mechanism
- Role of seller's image and reputation on buyers' participative pricing decision
- Influence of cultural dynamics on buyers' participative pricing decision
- Participative pricing strategy as a tool of social responsibility from buyers and sellers' perspectives.
Submissions Information
Submissions are made using ScholarOne Manuscripts. Registration and access are available here.
Author guidelines must be strictly followed. Please see here.
Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ““Please select the issue you are submitting to”.
Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.
Key Deadlines
Opening date for manuscripts submissions: 26/08/2024
Closing date for manuscripts submission: 28/02/2025
Guest Editors
A/Professor Rajat Roy, Bond University, Australia
A/Professor Fazlul K. Rabbanee, Curtin University, Australia
Dr Khan M.R. Taufique, Oxford Brooks University, UK
Professor Vik Naidoo, University of Canberra, Australia
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