Customers Embrace Eco-Friendly Products: New Research Dispels “Sustainability Liability” Myth

Shifting Consumer Perceptions of Eco-Friendly Products

For years, a widespread belief known as the “sustainability liability” suggested that eco-friendly products—from mouthwash to tires—were less effective than their conventional counterparts. This perception caused hesitation among companies to invest in sustainable alternatives, fearing consumers would view these products as subpar.

However, recent research involving over 6,500 participants led by marketing professors Alexander Chernev, Sean Blair, Ulf Böckenholt, and Himanshu Mishra reveals a significant shift: consumers now rate the performance of eco-friendly and standard products almost identically.

Key Findings from Comprehensive Studies

• Minimal Performance Gap: Consumers showed negligible difference in perceived effectiveness between standard and eco-friendly versions across 10 product categories, including all-purpose cleaners, dish soap, hand sanitizer, and car tires.
• Context Matters: The sustainability-liability effect only emerged meaningfully when product strength is critically valued, such as with drain cleaner. Yet, even during the COVID-19 pandemic—when effectiveness was paramount for sanitizers—eco-friendly products were not rated lower.
• Evolving Language and Perceptions: Analysis of large datasets from Google News (up to 2013) and Wikipedia (2021) found that sustainability-related terms like “ecological” and “recycled” are increasingly linked with positive performance descriptors such as “efficient” and “reliable.” This linguistic trend parallels consumer attitudes becoming more favorable over time.

Implications for Businesses and Sustainability

This new evidence challenges the assumption that greener products are inherently viewed as inferior. It suggests that eco-friendly products have improved in quality and consumer trust, which in turn reduces barriers for companies to innovate sustainably. Managers and marketers can be reassured that investing in green technology is unlikely to alienate mainstream customers on the basis of perceived product efficacy.

As Professor Chernev notes, individual buying choices cumulatively influence corporate behavior. Increasing consumer acceptance of eco-friendly products not only reflects changing preferences but also encourages businesses to adopt sustainable practices crucial in addressing climate change.

Source: 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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