Design Delight Studio

Shoppers Prioritize Factors Beyond Ecolabels in Sustainable Personal Care Purchases

A recent comprehensive study by Stanford Graduate School of Business marketing professor Yewon Kim and University of Rochester’s Kristina Brecko reveals that while sustainable product claims in personal care proliferate, most consumers prioritize other purchasing factors over ecolabels.

Key Study Insights

• Product Claims and Market Presence
  Analysis of 30,000 U.S. personal care products (2012–2019) found that about one-third carried at least one environmental or social responsibility claim. Nearly 29% were labeled “cruelty-free,” while only 14% highlighted eco-friendly packaging. More stringent claims like reduced greenhouse emissions or fair-trade certifications were rare (under 3%).

• Consumer Behavior vs. Survey Responses
  Despite 78% of respondents in a 2022 survey stating sustainable living was important, in-store behavior showed brand name, ingredients, and package size significantly outweighed sustainability in purchase decisions. Sustainable products often cost less than similar non-sustainable options, indicating that eco-claims are seldom the main sales driver.

The Role of Brand Size in Sustainability

• Small vs. Large Brands
  Large manufacturers offer fewer sustainable products compared to smaller “fringe” brands. Instead of reformulating flagship brands, they tend to promote sustainability through acquisitions or launches of niche brands perceived as more authentic (e.g., Unilever’s Schmidt’s, Colgate-Palmolive’s Tom’s of Maine).

• Economic and Perception Barriers
  High costs of adapting existing products and consumer skepticism about big companies’ greenwashing discourage large brands from widely adopting sustainability features. As a result, sustainable small brands have increased their personal care market share from under 5% in 2012 to 20% by 2019. #### Regulatory Landscape and Its Impact

• Increasing Oversight
  Consumer preference alone isn’t driving sustainability adoption by major brands. Government regulations, such as the EU’s stringent proof requirements for "green" claims and the U.S. FDA’s expanded authority under the 2022 Modernization of Cosmetics Regulation Act, are critical levers. The Federal Trade Commission is also cracking down on deceptive environmental advertising.

• State-Level Initiatives
  California led animal testing bans (starting 2020), with 11 other states following suit by March 2024. These localized mandates push national brands to adjust products nationwide, particularly when originating in large markets.

Conclusion

The study highlights a complex market where sustainability claims coexist with consumer skepticism and competitive pricing. While small, mission-driven brands champion full sustainability, major players cautiously navigate economic and reputational risks. Regulatory frameworks may catalyze broader adoption of verified sustainable practices in the personal care industry.

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