Turning Intention to Action in Sustainable Purchasing: Insights from Deloitte and Industry Leaders

Sustainability is a priority for many consumers in principle, yet real-world purchase decisions often diverge from these values. Understanding and bridging this gap is critical for brands aiming to succeed with sustainable products. A recent report titled Unpacking the Sustainability Dilemma: How Consumer Values Become Choices, co-authored by Deloitte and the Ad Council, explores this consumer behavior paradox and offers actionable strategies for marketers.

Consumer Values vs. Purchase Behavior: The Sustainability Paradox

Consumers overwhelmingly express concern for environmental issues in polls, but when faced with actual buying choices, factors like price, taste, quality, and immediate personal benefits predominantly influence decisions.

• Price Sensitivity: A major barrier to sustainable purchasing.
• Trust Deficit: Many consumers distrust or are confused by eco-labels such as “non-GMO,” “organic,” or “earth-friendly,” especially when claimed by large corporations.
• Overwhelm from Claims: The abundance of various sustainability certifications and buzzwords creates skepticism and indecision at point of purchase.

Nelson Kunkel, Deloitte’s Sustainability Business CMO, sums it up: consumers want sustainability, but often prioritize tangible product benefits at checkout.

Making Sustainable Products More Appealing

Sustainable products gain traction when aligned with consumers’ health and wellness motivations:

• A study example showed consumers opting for pricier sustainable bread mostly cited personal health as the reason.
• Sustainable products that offer clear, personal benefits — convenience, quality, taste — are better positioned to capture market share.

Derrick Feldmann, Ad Council Research Institute, emphasizes that linking sustainability to immediate consumer advantages is key to driving adoption.

Case Study: HOPE Hydration’s Market Strategy

HOPE Hydration, a provider of water refill stations aiming to replace single-use plastics, illustrates the importance of framing sustainable products beyond their ecological impact.

• Initial marketing that led with sustainability saw slow uptake.
• Reframing the message to highlight convenience, premium experience, and advertiser value unlocked rapid growth.
• Sustainability became an integrated benefit rather than the primary selling point.

Their CEO, Jorge Richardson, highlights the power of data-driven marketing to test messaging and prove that sustainability and product performance are not mutually exclusive.

Lessons for Marketers: From Moral to Business Imperative

The report and panelists recommend:

• Shift Focus: Move from moral appeals that can alienate consumers toward business-centered imperatives focused on value and usability.
• Build Trust: Simplify sustainability claims and educate consumers over time to embed trust.
• Highlight Immediate Value: Emphasize taste, quality, convenience, and personal health benefits alongside sustainability.
• Avoid Shaming: Negative or guilt-driven messaging is ineffective; instead, empower consumers with positive reasons to choose sustainable products.
• Leverage Data: Continuously test and refine messaging to resonate with consumer priorities and behaviors.

Conclusion

For sustainable products to realize their market potential, brands must transform abstract environmental values into immediate, tangible benefits that matter to consumers’ daily lives. Embedding sustainability authentically into a product’s value proposition—as part of innovation, quality, and affordability—is essential for aligning intention with action.

References

1. Consumer sustainability concern polls: Retail Customer Experience
2. Sustainability and purchase behavior studies: Imperial College Business School
3. Deloitte & Ad Council report: Unpacking the Sustainability Dilemma: How Consumer Values Become Choices

Article source: Deloitte Executive Perspectives in the Wall Street Journal (2025)
Summary by Organic & Sustainable Products Blog Editorial Team

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