B2B and Supply Chain Management: DO HIGHER PRICES SELL BETTER? THE ROLE OF PRICE-SUSTAINABILITY FIT IN SELLING SUSTAINABLE PRODUCTS TO BUSINESS-TO-BUSINESS CUSTOMERS.

The article focuses on how Business-to-business (B2B) buyers make trade-offs between price and sustainability when evaluating sustainable products. Topics include the interdependence between product price and sustainability in buyer evaluations; the impact of individual and organizational factors on these evaluations; the concept of "price–sustainability fit" as a principle for pricing; and identifying key factors influencing buyer responses to sustainable products.