Shoppers Look Beyond Ecolabels When Buying Sustainable Products

Consumer Interest vs. Actual Purchase Behavior

Consumers show a strong interest in sustainability. Yet a new study shows a gap. Shoppers say they value eco-friendly products. But in shops, factors like package size, ingredients, and brand name guide their buys. This gap makes the eco-claims seem less central.

Research Overview

• Researchers: Yewon Kim (Stanford Graduate School of Business) and Kristina Brecko (University of Rochester)
• Data analyzed: 6 terabytes from 30,000 personal care items sold in U.S. stores (2012–2019). These include cosmetics, deodorants, shampoos, and toothpaste.
• Findings on product claims:
  • 33% of products offer one or more green claims.
  • 29% use “cruelty-free” to show no animal testing.
  • 14% point to eco-friendly packaging that is recyclable or low in waste.
  • Fewer than 3% mention reduced emissions or fair-trade standards.

Key Insights

Sustainable products often cost less than non-sustainable ones. This fact makes eco-claims look like a side note. Big brands offer fewer green choices than small, niche brands. Large companies usually start or buy eco-brands. Examples include Unilever with Schmidt’s Deodorant, Colgate-Palmolive with Tom’s of Maine, and Clorox with Burt’s Bees. Market share for small, sustainable brands grew from under 5% in 2012 to 20% in 2019. Consumers are willing to pay more for small, mission-driven brands over big ones.

Challenges for Large Brands

Changing old product lines to meet green rules costs much. Shoppers often doubt big brands on green claims. They worry that the claims are mere greenwashing. These doubts lower the push to make true eco-friendly products without strict rules.

Regulation and Future Outlook

The European Union now demands proof for green claims on packaging. In the U.S., rules have grown tougher:

• The 2022 Modernization of Cosmetics Regulation Act gives the FDA new power.
• The Federal Trade Commission now acts against false green marketing.
• California bans cosmetics tested on animals, and 11 more states will follow by 2024.
  Researchers now study how these rules change product sustainability and industry actions.

Conclusion: Although shoppers care about sustainability, their buys depend more on practical features than on ecolabels. The study calls for stronger checks and true transparency. This change may push large brands to invest in true sustainable practices.

Source: Stanford Business Insights, Nov 10, 2025

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