Abstract
A common thread has been observed through rigorous review of literature about high price of eco friendly products. Researchers attempted to study attitude of customers towards pricing of eco friendly products and similar aspects of pricing of eco-friendly products.Effort has been made to study attitude of the users of eco-friendly products and non-users of eco-friendly products, towards pricing of eco-friendly products. It has observed that, users of eco-friendly products have shown favorable attitude towards pricing of eco-friendly products. However non-users of eco-friendly product shave unfavorable attitude towards pricing of eco friendly products, as samples believe that the price of environmentally safe product is usually more than the other products. This unfavorable attitude about pricing is one of reason that these samples do not buy eco friendly products despite being aware of.
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