Customers Embrace Eco-Friendly Products as Performance Concerns Fade

Recent research from the Kellogg School of Management challenges long-held beliefs that eco-friendly products underperform compared to traditional options. This shift marks a significant change in consumer perception, encouraging companies to invest confidently in sustainable products.

The "Sustainability Liability" Myth Debunked

For years, many consumers—and companies—assumed that sustainable products, such as natural detergents or recycled materials, compromised on effectiveness. This belief, known as the "sustainability liability," suggested that greener alternatives were less reliable, deterring brands from adopting eco-friendly innovations.

However, a recent comprehensive study led by Professors Alexander Chernev, Sean Blair, Ulf Böckenholt, and Himanshu Mishra surveyed over 3,300 participants across multiple product categories—ranging from mouthwash to car tires. Participants rated eco-friendly and standard products as nearly equivalent in performance, with negligible differences.

Performance Ratings Across Product Types

• Eco-Friendly vs. Standard: Almost identical ratings on effectiveness.
• Drain Cleaner: The lone exception, where eco-friendly versions scored slightly lower.
• Product Strength Importance: When strength is crucial (e.g., stain removers), consumers may slightly favor traditional products. Conversely, for products like face cream where gentleness is valued, eco-friendly options were preferred.

Sustainability Does Not Compromise Functionality—even in Critical Times

During the COVID-19 pandemic, demand for high-functioning hygiene products surged. The team tested perceptions of hand sanitizers and cleaners at three points in 2020, finding consistent results: public trust in eco-friendly product performance remained strong despite heightened concern for efficacy.

Evolving Consumer Language Reflects Growing Trust

Analysis of extensive text data from Google News (up to 2013) and English Wikipedia (as of 2021) revealed an increased association of sustainability-related terms (“ecological,” “recycled”) with positive attributes such as “efficient” and “reliable.” This linguistic shift mirrors changing attitudes, reinforcing that eco-friendly now equates with quality and dependability.

Implications for Businesses and Climate Action

This research suggests that fears about the sustainability liability may be overstated and should not inhibit companies from adopting green technologies. As consumer skepticism diminishes, businesses have a green light to innovate boldly without fearing product rejection.

Professor Chernev emphasizes the critical role of consumer choice in driving corporate behavior and, ultimately, advancing sustainability on a meaningful scale.

Research 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.

By understanding that eco-friendly products perform on par with traditional ones in consumers’ eyes, companies positioned in the organic and sustainable product space can confidently promote their innovations as both effective and responsible choices.

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.