This chapter explores the critical role of pricing in sustainable marketing, examining how pricing strategies influence both consumer behavior and business profitability within the context of sustainability. It provides an overview of the various cost factors involved in sustainable production and consumption, including retrospective and prospective costs, and discusses the challenges of communicating the true value of sustainable products to consumers. The chapter analyzes ethical and legal issues in price management, highlighting common unethical and illegal practices such as predatory pricing, price fixing, and greenwashing, and their implications for market fairness and consumer trust. It then introduces a range of sustainable pricing practices—including solidarity pricing, social pricing, carbon offset pricing, pay-as-you-throw, pay-as-you-use, and pay-what-you-want models—that aim to balance economic, social, and environmental objectives. The chapter concludes by emphasizing the importance of fair, transparent, and innovative pricing strategies in promoting sustainable consumption and production, and in building long-term value for businesses, consumers, and society.