Consumer Response to Eco-Friendly Product Advertising andPricing Strategies in The E-Commerce Retail Industry

This paper examines consumer behavior with respect to advertising and pricing approaches ‎for eco-friendly products in the e-commerce industry, based on economic theories of willingness-‎to-pay (WTP) and behavioral models, specifically the Theory of Planned Behavior (TPB). The ‎results from a survey of 90 consumers in Bengaluru show a high familiarity rate with eco-friendly ‎products (95%) and a moderate purchase rate. The analysis of income and WTP correlation ‎shows no significant relationship (r = -0.162, p = 0.283). However, pricing has a significant ‎effect on the purchase rate, as shown by the ANOVA test (F = 5.637, p = 0.007).