Research Shows Sustainable Labels Boost Product Sales

As consumer demand for environmentally responsible products surges, retailers increasingly use sustainability labels to highlight eco-friendly attributes. Prominent examples include Amazon’s “Climate Pledge Friendly,” Target’s “Target Zero,” and Wayfair’s “Shop Sustainably” badges. These labels provide shoppers with clearer insights into the environmental impact of their purchases.

Key Findings from Harvard Business Review Study

A study by Caroline Wang (PhD candidate, Northwestern University) and Sherry He (Assistant Professor of Marketing, Michigan State University) examined whether these sustainability labels influence consumer buying behavior. Their research indicates that products tagged with recognized sustainable certifications consistently achieve higher sales compared to unlabeled counterparts.

Why Sustainability Labels Matter

• Increased Visibility: Labels make environmental benefits transparent, helping conscious buyers make informed decisions.
• Consumer Trust: Authentic certifications build trust, differentiating products in a crowded marketplace.
• Sales Growth: Clear labeling translates directly into improved commercial performance for sustainable products.

Implications for Brands and Marketers

For brands aiming to capitalize on growing sustainability trends, investing in transparent eco-labeling can be a highly effective strategy. It not only supports environmental goals but also appeals to a steadily expanding base of eco-aware consumers, driving both loyalty and revenues.

Source: Wang, C. & He, S. “Research: Products Labeled as Sustainable Sell Better.” Harvard Business Review, June 23, 2025.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.