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Price has conventionally been viewed as an indicator of either monetary sacrifice or product quality. Previous studies on price are preoccupied with reactions and perceptions of consumers upon encountering price information. Research with explicit discussion of the meanings of price to consumers is rare. The purpose of the current research is to revisit the meaning of price to consumers in general, the deeper meanings that price has for people, and the conventional meanings that it carries.

Three focus groups and nine in-depth interviews were conducted. A total of 36 individuals participated in the study.

Our findings suggest that the notion of price is multifaceted. In addition to the conventional meanings, price can be related to how consumers perceive themselves and/or their lives in the socioeconomic order they inhabit.

Managerially, exploring the meanings of price could yield further productive results. As the implications of price regarding how consumers feel about themselves are revealed, pricing strategies that yield greater satisfaction for consumers can be discovered and implemented.

To the best of our knowledge, research with an explicit focus on the meaning of price for adult consumers is rare. By providing deeper insights into what price truly means to consumers, this study contributes to a more comprehensive understanding of the concept of price.

This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making.

Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model.

The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions.

This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness.

This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.

In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the customers that have been targeted, and the role of the internet on pricing. The advent of social media, mobile marketing and display technologies are likely to encourage researchers to pursue additional research on these topics.

The current paper is an essay aimed at stimulating pricing research in three major domains.

The authors review illustrative current practices and research findings pertaining to emerging pricing business models, customer target marketing and price dispersion on the web.

The paper highlights areas that need empirical investigation.

Managers need to explicitly understand the role of these emerging technologies (e.g. social media, mobile media, and web‐application) and appropriately incorporate them into their pricing strategies.

The paper's central contribution is to stimulate additional research on key pricing areas.