Customers Embrace Eco-Friendly Products: New Research Dispels Performance Myths

Recent research from the Kellogg School of Management reveals a significant shift in consumer attitudes toward eco-friendly products. Contrary to longstanding beliefs that sustainable alternatives underperform compared to traditional products—a concept known as the “sustainability liability”—studies show consumers now view green products as equally reliable and effective. This change has important implications for companies considering eco-friendly innovations.

The Sustainability Liability and Changing Consumer Perceptions

Historically, many consumers doubted that products labeled “eco-friendly” or “sustainable” matched the performance of standard versions. For example, natural dish soaps were presumed less effective in cleaning than conventional ones. This skepticism, termed the sustainability liability, made businesses wary of investing in greener product lines.

However, marketing professor Alexander Chernev and colleagues conducted multiple large-scale studies that challenge this assumption. Surveying over 3,300 participants across various product categories—from mouthwash and dish soap to car tires—they found that ratings of product effectiveness were nearly identical between eco-friendly and traditional options. The only exception was drain cleaner, where greener versions received slightly lower marks.

Furthermore, even in high-stakes situations such as the COVID-19 pandemic—when consumers prioritized functionality in products like hand sanitizers and disinfectants—the perceived performance gap between green and standard products remained negligible. This suggests that sustainability concerns no longer hinder consumer trust in product quality.

Evolution in Language Reflects Shifting Attitudes

To understand broader cultural trends, the researchers analyzed extensive text corpora, including the Google News archive and Wikipedia articles. They found that words associated with sustainability (e.g., “ecological,” “recycled”) have become increasingly linked with positive performance terms (“efficient,” “reliable”) over time. This linguistic shift aligns with empirical findings, indicating growing consumer confidence in sustainable products.

Implications for Brands and the Environment

These insights have vital consequences for business strategy and environmental impact. The outdated fear that eco-friendly products suffer reduced performance may have deterred companies from developing green alternatives. Since consumers no longer perceive sustainability as a liability, firms can confidently invest in products that benefit both the planet and their bottom line.

As Professor Chernev emphasizes, consumer purchasing choices profoundly influence corporate behavior. The rise in eco-conscious buying not only reflects evolving values but also catalyzes sustainable innovation, advancing efforts to address 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.

For more news and research on sustainable and organic products, subscribe to our newsletter.

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.