Behavior change itself may have no price tag. However, associated products that make it easier can come at a price. These products need to be available at an affordable price to the target audience.
While the price is often an important contributor to the viability of a behavior change program, it is rarely the most important factor ruling product uptake (as many assume), even when very poor people are targeted. However, subsidies or incentives may be necessary in some cases to boost social marketing interventions.