Research Confirms: Sustainable Labels Boost Product Sales

A recent study, published by Harvard Business Review, shows consumer behavior that sustainable labels boost sales. The study finds products marked as sustainable sell more than those without marks. Demand for eco-friendly items grows, and major retailers now use clear eco-labels. Amazon uses its “Climate Pledge Friendly,” Target shows its “Target Zero,” and Wayfair features its “Shop Sustainably.” Each label gives shoppers simple, direct facts about a product’s environmental impact.

Key Findings:

• Increased Consumer Trust:
  Sustainability certificates build trust. They show clear facts and let shoppers feel secure.
• Sales Growth:
  Products with eco-labels sell better. These items outperform those that lack such marks.
• Retailer Adoption:
  Leading brands quickly add eco-labels. They meet the demand from consumers who want eco-friendly options.

Study Contributors:

• Caroline Wang, PhD candidate at Northwestern University
• Sherry He, Assistant Professor of Marketing at Michigan State University’s Broad College of Business

Implications for Brands and Retailers

This research shows using eco-labels is a strong marketing tool. Clear, visible labels help shoppers understand a product’s impact. Retailers and brands that focus on sustainable goods can use these findings to improve their labeling. When a product’s environmental benefit is shown close to its name, it builds trust and drives long-term loyalty. For businesses that want to succeed in a green market, certified eco-labels are more than a bonus—they are a strategic need.

Source: Harvard Business Review, June 23, 2025

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