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Purchase costs are the part of total customer cost which is a substantial part of the consumer's purchasing decisions.
Together, these costs are referred to as the total customer cost (TCC).
Sustainability marketing should consider the total customer cost for the entire consumption process, which is equal to the sum of all costs related to a product.
Two important purposes of sustainability marketing are the reduction of the total customer cost and making customers aware of it.
One way to evaluate more sustainable consumption is to consider the total customer cost which incurs in acquisition, use and post-use phases.
From a marketer perspective, increasing sales volume and achieving savings by cutting production costs of sustainable products may be the solutions to reduce the total customer cost.
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