PERCEPTION OF ECOLOGICAL PRICE ACCEPTANCE: CONSUMER ATTITUDE AND PRICE JUSTIFICATION FOR ECOLOGICAL PRODUCTS IN THE REPUBLIC OF MOLDOVA

Abstract

The impact of eco-pricing on the formation of consumers’ purchasing decisions is becoming increasingly decisive, influencing the level of adoption of ecological products. In the context of growing concerns for environmental protection and a healthy lifestyle, ecological products are attracting rising interest; however, price levels remain one of the main barriers to the expansion of consumption. The study aims to highlight how consumers perceive the price difference between ecological and conventional products, the degree of acceptance of eco-costs, and the factors that influence their willingness to pay a higher price. The research methodology is based on a quantitative study conducted through a questionnaire applied to a sample of 231 respondents, with data analysis carried out using descriptive statistical tools and the Likert scale. The results indicate that interest in ecological products is high, predominantly manifested at an occasional level, being conditioned by price sensitivity and the level of information. Consumers acknowledge the benefits of ecological products, particularly those related to health and safety, and accept a moderate price premium ranging between 0–20%. The conclusions emphasize the need for pricing strategies oriented toward perceived value, clear communication of eco-costs, and transparent labeling capable of stimulating the consistent adoption of ecological consumption.