GREEN PRICES ? A REFLECTION OF ENVIRONMETAL PROTECTION

The price is generally a very important factor in taking the purchase decision; it will influence the acceptance or rejection of organic products. For those who believe market forces represent a path to sustainability, it is vital to include eco-costs in the product costs and, further, in their prices. Otherwise, consumption growth will result in a continuous degradation of ecosystems, taking into consideration that environmental costs are not reflected in the price. To what extent a company is considering the ecological policy will be reflected in its cost structure. Organic products, most of the times, will incur additional costs generated by preservation and improvement expenses for environmental. These expenses will be reflected in costs, the price will reflect the value of the main benefits required by the consumer.