Recursive function does not return specified value

You're not using the return value of the recursive call. You need to do:

return load_price();

Who talked you into using recursion for that problem?

#undef max
double load_price()
{
   for(;;) {
      double price;
      cin >> price;
      if (!cin)
      {
         cin.clear();
         std::cin.ignore(std::numeric_limits<std::streamsize>::max(), '\n');
         cout << endl;
         cout << "You didn't enter a number. Do so, please: ";
         continue;
      }
      if (!Goods().set_price(price))
      {
         cout << endl;
         cout << "The price " << red << "must not" << white << " be negative." << endl;
         cout << "Please, insert a new price: ";
         continue;
      }
      return price;
   }
}