Research Finds: Products with Sustainable Labels Experience Higher Sales

Consumers seek eco-friendly products. Retailers mark items with clear labels. Major programs—Amazon’s “Climate Pledge Friendly,” Target’s “Target Zero,” and Wayfair’s “Shop Sustainably”—link product names directly to a planet-friendly promise. Each word in these phrases connects closely to the next, so the meaning stays clear.

Key Insights from the Study

• Labels help shoppers see values fast.
• Products with these marks sell better than those without.
• Many retailers use such labels to meet growing customer needs.

Authors and Publication

Caroline Wang, a PhD candidate at Northwestern University, and Sherry He, an assistant professor of marketing at Michigan State University, conducted this study. Harvard Business Review published the findings on June 23, 2025. ## Implications for Organic and Sustainable Markets

For brands and stores, clear and close word links in labels build trust. Shoppers read each connection quickly. This link between product and promise drives buying choices. Sustainability marks now serve as a simple yet strong tool for boosting sales in organic and eco-friendly markets.

Reference: Wang, C., & He, S. (2025). Research: Products Labeled as Sustainable Sell Better. Harvard Business Review. Retrieved from hbr.org

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