Strategi Green Pricing pada Produk Mewah Berkelanjutan: Elastisitas Harga dan Komunikasi Nilai Premium
Keywords:
green pricing, luxury goods, price elasticity, premium value, sustainable luxury, green marketing, consumer perceptionAbstract
This literature study comprehensively analyzes green pricing strategies in the luxury goods industry, focusing on price elasticity and premium value communication strategies. Price elasticity of sustainable luxury products is influenced by the Veblen effect where price increases can boost demand as a status signal, though sustainability attributes add new complexity. Willingness to pay premium is determined by perceived value encompassing functional, emotional, and social dimensions, with environmentally conscious consumers valuing sustainability attributes more highly. Consumer segmentation is a key factor as not all consumers respond to green attributes uniformly. Premium value communication strategies require integrating sustainability messages into existing luxury narratives, emphasizing how sustainability reinforces core values such as craftsmanship, heritage, and quality. Interaction quality, consistent social responsibility implementation, cross-organizational collaboration, technology-based transparency, and green human resource management are important factors in building credible communication. Consistency between communication and actual practice builds reputation as an invaluable intangible asset in the luxury segment. The study provides theoretical contributions to luxury marketing and sustainable marketing literature, and practical guidance for brand managers in designing effective green pricing strategies, for regulators in formulating transparency policies, and for educators in integrating these findings into marketing curricula.
References
Abdullah, M. H. A. B., B. Gardi, & D. Darmawan. (2021). Innovation in Human Resource Management to enhance Organizational Competitiveness in the Era of Globalization, Journal of Social Science Studies, 1(1), 51 – 58.
Abel, C. F., & Chinaza, G. K. (2024). Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives. https://doi.org/10.20944/preprints202410.1495.v1
Alamin, S. R. L., D. Nurmalasari, D. Darmawan, & S. Arifin (2021). Comprehensive Relational Value Marketing Framework, Journal of Social Science Studies, 1(1), 299 – 304.
Alwi, M., & Pratomo, L. A. (2025). The role of green marketing communication in consumers’ green purchase behaviour. Jurnal Ekonomi Trisakti (e-Journal), 5(2), 93–100. https://doi.org/10.25105/v5i2.22887
Amatulli, C., Costabile, M., Angelis, M. D., & Guido, G. (2017). Introduction: Sustainability in Luxury Branding. 1–5. https://doi.org/10.1057/978-1-137-60159-9_1
Arantes, L., & Costa, S. (2024). Culture and Sustainability in the Luxury Market: An Analysis of Adaptive Practices in Global Contexts. Journal of International Consumer Marketing, 1–15. https://doi.org/10.1080/08961530.2024.2434814
Arifiana, A., & Mardikaningsih, R. (2024). The Influence of Affective Image, Attractiveness, Hedonism, Psychological Well-Being, and Shopping Experience on Revisit Intention. Airlangga Journal of Innovation Management, 5(4), 575-598.
Arifin, S., & Darmawan, D. (2021). Implementation of Social Responsibility in Sustainable Marketing. Journal of Social Science Studies, 1(2), 279-284.
Atilgan, K. Ö. (2019). Strateji̇k yeşi̇l pazarlama bağlaminda yeşi̇l fi̇yatlandirma li̇teratürünün i̇ncelenmesi̇. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. https://doi.org/10.35379/cusosbil.643476
Athwal, N., Wells, V. K., Carrigan, M., & Henninger, C. E. (2019). Sustainable luxury marketing: A synthesis and research agenda. International Journal of Management Reviews, 21(4), 405-426.
Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1).
Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1).
Cervellon, M.-C., & Carey, L. D. (2021). Luxury Brands, Consumer Behaviour, and Sustainability. 87–95. https://doi.org/10.1007/978-3-030-76255-1_6
Chan, E. Y. (2024). Luxury Consumer Behavior. 107–126. https://doi.org/10.1007/978-3-031-50947-6_6
Chang, W.-Y., Taecharungroj, V., & Kapasuwan, S. (2022). Sustainable Luxury Consumers’ Preferences and Segments: Conjoint and Cluster Analyses. Sustainability, 14(15), 9551–9551. https://doi.org/10.3390/su14159551
Chug, D. (2023). Luxury and sustainability. 103–110. https://doi.org/10.4324/9781003015826-8
Chukurna, O. (2023). Tools of Ecological Marketing in the Price Policy of the Enterprise in the Conditions of Sustainable Development. Business Inform, 2(541), 263–270. https://doi.org/10.32983/2222-4459-2023-2-263-270
Colella, G., Sestino, A., & Amatulli, C. (2022). The Role of Consumers’ Individual Differences and Perceived Product Quality in Sustainable Luxury Marketing: An Experimental Study in a Social Media Context. International Journal of Marketing Studies, 14(1), 34–34. https://doi.org/10.5539/ijms.v14n1p34
Crowther, D., & Lancaster, G. (2012). Research methods. Routledge.
Dahar, D., Arifin, S., Nuraini, R., & Mardikaningsih, R. (2022). Urban Forest: The role of improving the quality of the urban environment. Bulletin of Science, Technology and Society, 1(1), 25-29.
Dangelico, R. M., & Vocalelli, D. (2017). "Green Marketing": An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279.
Dangelico, R. M., & Vocalelli, D. (2017). "Green Marketing": An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279.
Darmawan, D. (2021). Implementation of Agile Project Management in a Dynamic Business Environment, Journal of Social Science Studies, 1(1), 275 – 280.
Darmawan, D. & E. Grenier. 2021. Competitive Advantage and Service Marketing Mix, Journal of Social Science Studies, 1(2), 75-80.
Darmawan, D. (2022). Salesperson Interaction Quality and Consumer Decisions in Online Transactions. Journal of Social Science Studies, 2(2), 91-98.
Darmawan, D. (2024). Distribution of Six Major Factors Enhancing Organizational Effectiveness. Journal of Distribution Science, 22(4), 47-58.
Egyetem, S. I. (2023). Impact of Sustainability on the Strategic Direction of Luxury Companies. European Journal of Marketing and Economics, 6(1), 70–85. https://doi.org/10.2478/ejme-2023-0006
Essa, N. E., & Mardikaningsih, R. (2021). Sustainability Communication through Green Marketing: Strengthening Consumer Awareness and Corporate Environmental Integrity. Journal of Social Science Studies, 1(2), 233-238.
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Frank, H., & Hatak, I. (2014). Doing a research literature review. Dalam How to get published in the best entrepreneurship journals (hlm. 94-117).
Fu, J. (2023). The Influence and Mitigation of Consumer’s Price Sensitivity on the Pricing of Luxury Brands & Two Case Studies. Highlights in Business, Economics and Management, 7, 437–442. https://doi.org/10.54097/hbem.v7i.7007
Gani, A., R. K. Khayru, & D. Darmawan. (2021). Minimalism Trends in Consumption Behavior: Social Inequality and Industrial Dynamics, Journal of Social Science Studies, 1(1), 129 – 134.
Gardi, B., Udjari, H., & Darmawan, D. (2021). Understanding the Function of Communication in Building and Sustaining Quality Relationships Across Organizational Boundaries. Journal of Social Science Studies, 1(2), 245-252.
Gautama, E. C., & Mardikaningsih, R. (2022). Driving Sustainable Behavior Change Through Education and Public Awareness. Journal of Social Science Studies, 2(1), 259-264.
Ghoshal, M. (2011). Green Marketing-A changing concept in changing time. BVIMR Management Edge, 4(1), 82-92.
Grauel, C., Burmann, C., & Schade, M. (2025). Sustainability preferences of luxury consumers: Is all that glitters green? Future Business Journal, 11(1). https://doi.org/10.1186/s43093-025-00561-3
Halizah, S. N., & Mardikaningsih, R. (2022). Accommodating Social Change in Sustainability Policy: Solutions for a Just and Relevant Society. Journal of Social Science Studies, 2(2), 299-304.
Irfan, M., & D. Darmawan. (2021). Improving Psychological Wellbeing through Emotion Management in Daily Life, Journal of Social Science Studies, 1(1), 179 – 184.
Issalillah, F. (2025). The Influence of Environmental Awareness and Lifestyle on People's Behavior to Reduce Plastic Waste, Studi Ilmu Sosial Indonesia, 5(1), 93-102.
Jyoti, J., & Singh, A. (2025). A comprehensive analysis of emerging trends and consumer perceptions in green marketing. Journal of Management and Entrepreneurship, 19(3). https://doi.org/10.70906/20251903001010
Kaur, H., Choudhary, S., Manoj, A., & Tyagi, M. (2024). Creating a sustainable future: insights into brand marketing in the luxury fashion industry. https://doi.org/10.1080/23311975.2024.2328391
Kelleci, A. (2022). Key Determinants of Luxury Marketing Accordant with Sustainability-Oriented Value Perspectives. Sustainability, 14(10), 5916–5916. https://doi.org/10.3390/su14105916
Kunz, J., May, S., & Schmidt, H. J. (2020). Sustainable luxury: current status and perspectives for future research. Business Research, 13(2), 541–601. https://doi.org/10.1007/S40685-020-00111-3
Kurniawan, Y., & D. Darmawan. (2021). The Adaptive Learning Effect on Individual and Collecting Learning, Journal of Social Science Studies, 1(1), 93 – 98.
Kurniawan, L. R., A. R. Putra, R. Mardikaningsih, S. Sulani, & E. C. Gautama. (2024). Reformulation of Corporate Social Responsibility and Environmental Dispute Resolution, Studi Ilmu Sosial Indonesia, 4(1), 51-70.
Mardikaningsih, R. (2021). Urbanization and Social Inequality: Challenges in Building Social Cohesion in a City-Based Environment. Journal of Social Science Studies, 1(1), 135-140.
Mardikaningsih, R. (2024a). Organizational effectiveness and green human resources management. Bulletin of Science, Technology and Society, 3(1), 6-13.
Mardikaningsih, R. (2024b). Implementation of Green Innovation, Supply Chain Management and Technology Capability on Business Performance of Micro, Small and Medium Enterprises. ARRUS Journal of Social Sciences and Humanities, 4(4), 467-480.
Mardikaningsih, R. (2024c). Change Management: The Contribution of Sustainable Human Resource Management to Organizational Commitment and Employee Innovative Behavior. Jurnal Simki Economic, 7(2), 452-464.
Mardikaningsih, R., & Darmawan, D. (2021). Business Sustainability Strategies in the Facing of Regulatory Uncertainty and Managerial Challenges. Journal of Social Science Studies, 1(2), 111-118.
Mardikaningsih, R., & Darmawan, D. (2023). Institutional Conditions and Practical Constraints in Circular Economy Transitions Among Small and Medium Enterprises. Journal of Social Science Studies, 3(2), 245-252.
Mardikaningsih, R., & Hariani, M. (2021). Realizing Sustainability in Public Policy: Building a Balance between Economy, Social, and Environment. Journal of Social Science Studies, 1(1), 191-196.
Mardikaningsih, R., & Hariani, M. (2022). Integrating Diversity and Sustainability in Organizations: How to Impact Performance, Corporate Competitiveness, and the Creation of Inclusive Work Environments. Journal of Social Science Studies, 2(2), 77-84.
Mardikaningsih, R., & Hariani, M. (2025). Building Green Skills to Support Sustainable Economic Transition in the Workplace. International Journal of Service Science, Management, Engineering, and Technology, 7(2), 6-10.
Mardikaningsih, R., & Wardoyo, D. T. W. (2024a). Green technology integration in management for social and environmental sustainability. International Journal of Service Science, Management, Engineering, and Technology, 6(2), 6-10.
Mardikaningsih, R., & Wardoyo, D. T. W. (2024b). The Role of Technology in Human Resource Development for Sustainability: A Literature Review on Digital Innovation. Bulletin of Science, Technology and Society, 3(3), 20-26.
Mardikaningsih, R., Masnawati, E., & Aisyah, N. (2021). Fostering competence for sustainability through education and adaptive global citizenship. Journal of Social Science Studies, 1(2), 267-272.
Mishra, P., & Sharma, P. (2014). Green marketing: Challenges and opportunities for business. BVIMR Management Edge, 7(1).
Novita, D., Hidayatulloh, A. N., Renwarin, J. M., Santoso, R., & Mardikaningsih, R. (2022). Relationship Between Eco Transformational Leadership, Eco Training, and Employee Eco Behavior on Sustainable Corporate Performance of SMEs. Frontiers in Psychology, 13, 900787.
Nuraini, R., Halizah, S. N., Mardikaningsih, R., Vitrianingsih, Y., & Safira, M. E. (2022). The Role of Social Entrepreneurship in Environmental Conservation: Challenges, Strategies, and Sustainability. Journal of Social Science Studies, 2(1), 47-54.
Oluwatoyin, F., & Mardikaningsih, R. (2024). Challenges and Opportunities for Sustainability of Human Resource Development in Industry 4.0. Bulletin of Science, Technology and Society, 3(2), 9-16.
Pereira, S. P., Vitrianingsih, Y., Issalillah, F., Mardikaningsih, R., & Halizah, S. N. (2024). Administrative Authority in Environmental Pollution Control for Public Health Protection. Legalis et Socialis Studiis (L355), 2(2), 21-39.
Rajaprakasam, P. (2022). Luxury industry as a pioneer for sustainability through improved communication: A consumer perspective. Luxury Studies, 1(1), 25–43. https://doi.org/10.1386/ipol_00004_1
Rana, N. (2024). Navigating Cultural Nuances and Masstige Challenges. Advances in Marketing, Customer Relationship Management, and e-Services Book Series, 257–278. https://doi.org/10.4018/979-8-3693-7535-8.ch013
Roibu, S.-C. (2023). Sustainability in the Consumption of Luxury Products: An Analysis of Social implications. Journal of Economic Development, Environment and People. https://doi.org/10.26458/jedep.v12i4.826
Rojak, J. A., & Irfan, M. (2025). Urban–Rural Educational Access Inequality within Economic Structure and Policy Frameworks. International Journal of Service Science, Management, Engineering, and Technology, 8(1), 21-29.
Scheurich, J. (2014). Research method in the postmodern. Routledge.
Shah, S., & Deshmukh, M. (2024). Consumer valuation of green products: interplay between marketing claims, certification, and buying intentions. ShodhKosh Journal of Visual and Performing Arts, 5(7). https://doi.org/10.29121/shodhkosh.v5.i7.2024.6194
Smela, B., Toumi, M., Świerk, K., Francois, C., Biernikiewicz, M., Clay, E., & Boyer, L. (2023). Rapid literature review: definition and methodology. Journal of Market Access & Health Policy, 11(1), 2241234.
Thakkar, R. (2021). Green marketing and sustainable development challenges and opportunities. International Journal of Management, Public Policy and Research, 1(1), 15-23.
Tolunay, A., & Muskara, F. M. (2024). Can Luxury Be Sustainable and Still Create Value for a Sustainable Future? CSR, Sustainability, Ethics & Governance, 75–94. https://doi.org/10.1007/978-3-031-52700-5_7
Wang, X., Sung, B., & Phau, I. (2024). Examining the mediating role of consumer desire for luxury: Can perceived sustainability and natural rarity evoke willingness to pay more? Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2024.2333756
Ying-jun, F. (2023). Redefining Luxury in the Digital Age: Cross-Cultural Dynamics of Collaborations, Engagement, and CSR-Driven Consumer Perceptions. Advances in Economics, Management and Political Sciences, 53(1), 93–98. https://doi.org/10.54254/2754-1169/53/20230802
Zhang, X. (2024). Sustainable Practices, CSR, and Brand Reputation: Influencing Purchase Intentions in Luxury Green Marketing. Journal of Education, Humanities and Social Sciences. https://doi.org/10.54097/6k8rxz55
