Shoppers Look Beyond Ecolabels When Buying Sustainable Products

Recent research shows a clear paradox. Shoppers say they choose sustainable products. Yet, their buying habits focus on other product qualities instead of eco labels.

Study Overview

Stanford Business professors and University of Rochester marketing experts analyzed sales data. They examined 30,000 personal care products. Products ranged from cosmetics to deodorants, shampoos, and toothpaste. These items were sold in U.S. stores from 2012 to 2019. Researchers used six terabytes of data to study straightforward links between product features and sales.

Key Findings:

• One-third of products show at least one environmental or social claim on their packaging.
• Nearly 29% bear the label “cruelty-free” to signal they were not tested on animals.
• About 14% use eco-friendly packaging such as recyclable materials.
• Fewer than 3% mention wider sustainability features like reduced carbon emissions or fair-trade certification.

Consumer Attitudes vs. Behavior

A 2022 survey finds that 78% of respondents value a sustainable lifestyle. Yet, in-store data tells another story. Shoppers pick products mostly for package size, ingredients, and brand names. Sustainable products usually cost less than similar conventional items. This pattern shows that eco claims are not the key purchase driver.

Big Brands vs. Small “Fringe” Brands

Big brands offer fewer sustainable choices. They often introduce these options through a smaller or acquired brand. In contrast, consumers see small brands as more genuine. They are willing to pay more for companies that share a clear mission.
For example, Unilever owns Schmidt’s, known for natural and cruelty-free products; Colgate-Palmolive owns Tom’s of Maine; and Clorox owns Burt’s Bees. The market share for sustainable products from small brands jumped from less than 5% in 2012 to 20% in 2019. ### Reasons for Brand Strategies:

• Reformulating existing lines costs much.
• Consumers often doubt the green claims made by large companies.

Regulatory Impact and Future Outlook

Consumer demand by itself does not make big brands fully adopt sustainable methods. New regulations, especially in the European Union, now require a clear link between eco claims and proof. They also restrict deceptive green marketing. In the U.S., regulators have stepped up:

• The 2022 Modernization of Cosmetics Regulation Act gives the FDA more control over personal care products.
• The Federal Trade Commission acts more firmly against false eco claims.
• California banned animal-tested cosmetics in 2020, and 11 states now follow this rule (as of 2024).
  Researchers watch these laws closely. They see that tough rules in large markets can set standards nationwide.

Conclusion

The study shows a gap between what consumers say they value and the items they actually buy in personal care. Real progress needs both strict regulations and clear practices by brands. Smaller brands with true sustainability goals are winning market share. Their success now pushes big companies to rethink and adapt.

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