Research Shows Products Labeled as Sustainable Achieve Higher Sales

Growing Consumer Demand for Sustainability

Consumers show a strong interest in a clean environment. Retailers add clear sustainability labels to products. Amazon offers the label “Climate Pledge Friendly”; Target uses “Target Zero”; Wayfair shows “Shop Sustainably.” Each label links the product with its eco impact and trusted certification.

Key Findings from the Research

• Increased Sales Linked to Sustainability Labels:
  Caroline Wang (a PhD candidate at Northwestern University) and Sherry He (an Assistant Professor of Marketing at Michigan State University) find that products with clear sustainable marks sell better. In this study, the label and product are tightly connected: the product carries the label, and the label boosts its sales.

• Enhanced Consumer Visibility:
  Shoppers see the label and understand the product’s green efforts. This clear connection helps them decide to buy. The label directly links the product and its certification.

• Marketing and Brand Benefits:
  Brands that use clear sustainable labels build trust. The label bonds with the brand image and customer loyalty. This simple link helps customers choose brands that match their eco values.

Implications for Retailers and Marketers

Retailers find real value in sustainability. By placing clear sustainable claims on products, they make the eco fact and brand image connected. This link boosts sales and attracts eco-minded buyers.

Conclusion

Clear labels that state sustainable practices guide buyer choices. The label ties eco certification to a product and helps the shopper choose wisely. This link between label and product drives sales and helps build a sustainable market.

Source: Harvard Business Review — Research by Caroline Wang & Sherry He, June 23, 2025

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.