Customers Embrace Eco-Friendly Products as Reliable and Effective Alternatives

Research from the Kellogg School of Management now shows eco-friendly products perform well. Consumers view sustainable items as effective and reliable. This change matters for businesses and the environment.

The Myth of Sustainability Liability

For years, companies hesitated to create green options. They assumed eco products must lose performance for the sake of nature. People once thought “natural” and “recycled” meant less cleaning power, as with some dish soaps.

This idea rested on little proof and went unchallenged. Marketing professor Alexander Chernev at Kellogg says, “The sustainability-liability intuition might not be as strong as one might have thought.”

Consumer Perceptions Show Parity in Performance

A study with over 3,300 people looked at ten products from mouthwash to car tires. Participants rated both eco-friendly and standard versions on performance. No major rating difference emerged between the two. Only eco-friendly drain cleaners scored a bit lower.

During COVID-19, when cleaning power was key, this pattern held true. Even with heightened attention to sanitizers and disinfectants, users did not lower eco-friendly ratings.

Why the Shift?

Several factors help explain this new view:

• Improved Quality: Eco products have improved. They now work better and clear old doubts.
• Positive Associations: Large datasets from Google News and Wikipedia now link green terms with words like “efficient” and “reliable.”
• Experienced Trust: Consumers have used green items. Their real-life experience now overcomes past skepticism.

Managerial and Environmental Implications

This study shows that worries about eco products being less effective may be wrong. Firms can invest in green innovations without fear of lost quality.

Professor Alexander Chernev adds, “Understanding that sustainability is no longer a liability can empower firms to accelerate their transition toward greener product lines, which ultimately supports broader climate change mitigation efforts.”

Conclusion

The old idea that eco-friendly goods are inferior is fading. Consumers now see these items as capable, reliable, and efficient. This change creates a big chance for businesses. Expanding sustainable choices fits market demands and helps the planet.

References

Chernev, A., Blair, S., Böckenholt, U., & Mishra, H. (2024). Is Sustainability a Liability? Green Marketing and Consumer Beliefs About Eco-Friendly Products. Journal of Public Policy & Marketing.

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