MARKETING PRICING IN ESG-ORIENTED LOYALTY PROGRAMS
DOI:
https://doi.org/10.32782/ecovis/2025-2-19Keywords:
marketing pricing, loyalty programs, ESG, green premium, social responsibility, transparencyAbstract
The article examines the peculiarities of marketing pricing in ESG-oriented loyalty programs. It substantiates that the integration of environmental and social initiatives into loyalty systems is not only a reputational step but also an effective pricing instrument that allows companies to transform sustainable practices into measurable consumer value. This value is expressed both in direct financial benefits for customers and in the possibility of justifying a price premium while reducing price sensitivity. The research systematizes the main pricing models applied in ESG loyalty programs, including the «green premium» compensated through deferred discounts, buy-back mechanisms, direct price incentives through discounts and bonuses, and value-based pricing through social contributions. Empirical evidence from global studies demonstrates consumers’ willingness to pay more for sustainable and socially responsible products, which creates a strong economic basis for integrating ESG principles into pricing strategies. The paper emphasizes that loyalty programs enriched with ESG elements enable firms to justify higher prices, strengthen brand loyalty, and reduce customer churn by appealing to both rational and emotional motives of consumers. It is shown that customers perceive loyalty program benefits not only as financial savings but also as a form of participation in environmental and social initiatives, which increases their satisfaction and attachment to the brand. The study highlights the strategic role of transparency and fairness in price communication as crucial factors in maintaining trust and loyalty, reducing the risk of greenwashing accusations, and supporting long-term profitability. Ethical marketing principles, such as openness, honesty, social responsibility, and the protection of consumer rights, are identified as an integral part of pricing strategy in the context of ESG. The article concludes that ESG-integrated loyalty programs allow companies to avoid direct price competition, expand their audience of environmentally conscious consumers, sustain higher margins, and transform social and environmental responsibility from a cost factor into a profitable long-term investment.
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