Customers Increasingly Embrace Eco-Friendly Products: New Research Debunks the “Sustainability Liability” Myth

Shifting Consumer Perceptions on Eco-Friendly Product Performance

For years, eco-friendly products—ranging from mouthwash to tires—were often perceived as inferior to their conventional counterparts. This assumption, known as the “sustainability liability,” suggested that making a product environmentally friendly came at the cost of diminished effectiveness. As a result, many companies hesitated to invest in sustainable product development.

However, recent research led by Kellogg School of Management marketing professors Alexander Chernev, Sean Blair, Ulf Böckenholt, and Himanshu Mishra challenges this long-held belief. Their studies reveal that consumers now rate eco-friendly products almost identically to standard ones regarding performance and reliability.

Research Overview and Key Findings

Large-Scale Consumer Surveys

In an online study involving 3,342 participants, respondents evaluated 10 hypothetical products—including mouthwash, hand sanitizers, all-purpose cleaners, and tires—with versions labeled either eco-friendly or conventional. Participants rated product effectiveness on a 7-point scale. The results showed negligible differences in perceived performance across most product categories, except slightly lower ratings for eco-friendly drain cleaners.

Pandemic-Period Testing

To test whether crises might shift consumer priorities, a follow-up study during the COVID-19 pandemic (April to October 2020) evaluated hand sanitizers, dish soaps, and cleaners. Despite heightened concerns about product efficacy, the sustainability liability effect did not re-emerge, confirming consumers’ growing confidence in eco-friendly solutions even under stringent functional demands.

Semantic Analysis of Language Trends

Examining vast datasets from Google News (up to 2013) and English Wikipedia (2021), researchers found that sustainability-related terms like “ecological” and “recycled” increasingly co-occur with positive descriptors such as “efficient” and “reliable.” This linguistic shift suggests evolving public attitudes that link green products with trusted performance.

Why Does This Matter?

The study’s findings have important implications for businesses and environmental progress:

• Reducing Barriers to Eco-Innovation: The outdated assumption that sustainability harms product quality can no longer justify hesitance in developing green products.
• Consumer Acceptance is Growing: Mainstream customers now view eco-friendly products as dependable, encouraging companies to prioritize sustainability without fear of market rejection.
• Driving Corporate Behavior Toward Sustainability: Since consumer choices directly influence corporate strategies, this positive shift helps accelerate the adoption of sustainable practices, a critical step against climate change.

Conclusion

The once-prevalent “sustainability liability” perception is fading as consumers increasingly associate eco-friendly products with quality and reliability. This evolution in mindset encourages companies to innovate boldly with sustainable alternatives, ultimately benefiting the environment and fulfilling modern consumer expectations.

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.

About the Authors:

• Alexander Chernev, Professor of Marketing, Kellogg School of Management
• Ulf Böckenholt, John D. Gray Professor of Marketing, Kellogg School of Management

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