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

Recent studies show consumers now favor eco-friendly products. The Kellogg School of Management team led this work. They find that consumers now link green choices with both quality and performance. Before, many saw sustainable products as weaker. Now, the term “sustainability liability” is losing ground. Companies once feared green claims might hurt sales. Today, firms can invest in eco-friendly ideas without worry.

Debunking the “Sustainability Liability” Concept

Consumers once tied “eco-friendly” labels with lower power. For example, many thought natural dish soaps could not clean as well as regular ones. Alexander Chernev and his co-authors—Sean Blair, Ulf Bockenholt, and Himanshu Mishra—tested these ideas. They invited over 3,000 people to rate products like mouthwash and tires. The products came with or without green claims. The study found no meaningful difference in performance ratings. Only a few items, such as drain cleaner, showed any small gap.

Consumer Perceptions Remain Robust Even Under Pressure

When the COVID-19 crisis hit, the need for strong cleaners grew. Even then, consumers rated green and standard products nearly the same. The close links between product features helped maintain trust in both types. The dependency between words like “eco-friendly” and “effective” became clear, even in hard times.

Language Trends Reflect Positive Shifts in Attitudes

The researchers looked at large sets of news articles and online texts over many years. They saw that words like “ecological” and “recycled” now sit close to words like “efficient” and “reliable.” This shift in language shows that society now sees green choices as strong and smart. Word pairs connect cleanly, and each link carries a part of the new trust in sustainability.

Implications for Businesses and Consumers

Chernev points out that these findings ease worries about green products. Today, consumers see eco-friendly options as solid choices. Companies now gain the green light to mix sustainable innovations with their reliable offerings. Green products no longer carry a burden. In fact, they now build both profits and care for the planet.

Ultimately, what people buy sends a direct signal to companies. Consumer choices guide firms toward a cleaner future. The research shows that sustainability now helps the market. Brands can thrive by blending profit with environmental care.

About the Research

This summary comes from the study “Is Sustainability a Liability? Green Marketing and Consumer Beliefs About Eco-Friendly Products” by Chernev, Blair, Bockenholt, and Mishra. It was published in the Journal of Public Policy & Marketing (2024).

Featured Experts

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

Consumers now cheer for eco-friendly products. They see that green choices can be strong and smart. This research builds trust in sustainable goods and lights a promising path for future markets.

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.