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<p>In maturing green markets, carbon-neutral labels are transitioning from their differentiating factor to a symbolic value of hygienic attribute. This study empirically tests the sustainability ceiling the threshold beyond which carbon-neutral claims are no longer the primary correlate of premium pricing using survey data from 200 Indonesian eco-product consumers. Multi-method analysis reveals that carbon-neutral perception remains significant but modest and no longer dominant. Brand trust and functional quality have emerged as the leading value correlates. A green-and-better paradigm is proposed: sustainability as a credibility floor, with functional superiority as the engine of premium pricing. Strategic implications for firms are discussed.</p>

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The sustainability ceiling: why carbon-neutral claims are no longer the primary correlate of premium pricing and what firms must do

  • 期刊论文

  • 发表日期：

    2026年5月29日

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  • Indra Cahaya Tresna,
  • Novalia Rachmah,
  • Sri Nurhayati,
  • Tuti Lisnawati,
  • Wieke Tsanya Fariati

摘要

In maturing green markets, carbon-neutral labels are transitioning from their differentiating factor to a symbolic value of hygienic attribute. This study empirically tests the sustainability ceiling the threshold beyond which carbon-neutral claims are no longer the primary correlate of premium pricing using survey data from 200 Indonesian eco-product consumers. Multi-method analysis reveals that carbon-neutral perception remains significant but modest and no longer dominant. Brand trust and functional quality have emerged as the leading value correlates. A green-and-better paradigm is proposed: sustainability as a credibility floor, with functional superiority as the engine of premium pricing. Strategic implications for firms are discussed.