Majid Esmaeilpour

Background: Nowadays, with the growth of Muslim population, we are witnessing the development of Halal industry and more attention of business to Halal products. Also, with increasing environmental concerns, attention to the production of green products among marketing has become very important. Due to increasing the numbers of businesses in the field of Halal products and green products, they are looking for a way to develop their business and create a competitive advantage in this part of market. Also, one of the important aspects in the discussion of Halal and green products is the issue of pricing because it influences the intention and behavior of consumers. Aim: The main purpose of this study is to measuring the change of different pricing levels on the intention to buying a Halal / non-Halal and green / non-green products. Methodology: The present study is applied in terms of purpose and is performed through the experimental method and it includes an experimental group with a post-test design. To conduct the experiment, first a website was designed in which the characteristics of the products in terms of Halal and non-Halal, green and non-green were manipulated at both high and low price levels, and after observing the website by people, their opinions were collected through a questionnaire. The statistical population of the present study includes online users for whom the website link was sent through WhatsApp and Instagram software, then they visited the website and they have been selected through available sampling. The number of experimental group selected as 402 people. Data analysis has been performed using inferential statistics through ANOVA using SPSS 23 software. Findings: The findings of the present study show that the difference in price level in Halal / non- Halal product causes a difference in the intention to buy halal products. The results show that the difference in price level in green / non-green product causes a difference in the intention