demand varies between types of purchase and among consumer segments. This is the process that companies use to adjust demand by setting prices. Three price-setting strategies are generally employed: value-based pricing, cost-based pricing and rent/lease pricing. Value-Based Pricing Value-based pricing strategy is founded on a differentiation strategy, and uses buyer’s perceptions of value, which are based on experience. It is customer-driven, and is expressed in terms of setting the highest price possible to the greatest extent that the market will bear. Since sustainable products are expected to be more expensive than the conventional ones, this strategy is particularly suitable for them. Indeed, suppliers increase the price because a price increase adds value to the product by adding sustainability benefits, regardless of the underlying cost structure. The application of premium pricing for sustainable products and the amount that the customer would be willing to pay for that product are just two of the questions that need to be answered by marketers, and taking into account: The nature of the product and the level of differentiation in the market The profile of the sustainability issues to which the product is linked The credibility level that the company and the product enjoy in the market The perceived value of sustainable products versus conventional products The price sensitivity of customers: socio-ecological actives vs. passives, and their awareness of and interest in sustainability issues related to the product The existence and use of reference pricing in the product category Cost-based pricing Cost-based pricing strategy is based on the seller’s cost. It is product and production cost driven, meaning that the set price covers all the costs of the production and includes a target profit margin. This is typical for low-cost strategies that aim to reduce costs in purchasing and production processes, in order to offer low prices for the mass markets. Products are made affordable for consumers with low income, and contribute to sustainability because they meet certain social criteria. However, offering low prices to customers raises the question of the internalization of ecological and social costs. This means that sustainable products, for example, that have sought to internalize the social and ecological costs associated with consumption and production will involve increased costs that are reflected in a higher consumer price, when they are compared to those that do not. This is due to the implementation of a sustainability marketing strategy. Even if the production