Customers Are Taking a Shine to Eco-Friendly Products

Overview

Research led by Alexander Chernev and his team at Kellogg School of Management now shifts old views. Previously, many thought eco-friendly products held a “sustainability liability.” This belief made companies slow to develop greener options. New evidence shows consumers see eco-friendly and traditional products as similar in performance. Thus, the change in views now supports green product growth.

The “Sustainability Liability” – Myth or Reality?

Eco-friendly products, from cleaners to tires, were often seen as less effective. People assumed that making a product “green” meant sacrificing quality. Chernev notes they accepted this view without much thought.

Chernev’s team asked more than 3,300 people to rate hypothetical products. The items were described as either eco-friendly or standard. The results showed almost no difference in perceived performance. The only small gap was with drain cleaners, where eco-friendly versions scored a bit lower. This finding makes it hard to see the “sustainability liability” as a major concern.

Why the Shift?

The reasons are not fully clear. Some point to better green formulas and positive experiences. As eco-friendly goods grow in quality, consumer doubts fall.

One key point is that the effect changes with product types:

• When gentleness matters, such as in face creams, consumers favor eco-friendly forms.
• For products that need strength, like stain removers, consumers lean toward standard versions. Even here, the eco-friendly mark does not hurt the product’s appeal.

Insights from the COVID-19 Pandemic

The pandemic tested these ideas when hand sanitizers and cleaners were needed most. In three studies during 2020, consumers still saw eco-friendly options as matching the performance of their standard counterparts.

Evolving Language Reflects Changing Perceptions

The team also looked at large language datasets from Google News (up to 2013) and Wikipedia (2021). Terms like “ecological” and “recycled” began to appear with words such as “efficient” and “reliable.” Negative words like “fragile” dropped off. This trend suggests that public views have grown more positive with time.

Implications for Businesses and Sustainability

Understanding the fading sustainability liability is critical. Consumer opinions now guide buying choices. These choices push companies to act differently. Since green products no longer seem to reduce performance, companies can invest in sustainable innovations with more confidence.

Chernev says, “This is what drives companies’ behavior.” His words show that shifting consumer mindsets help accelerate the adoption of eco-friendly products.

About the Research

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

References

• Kellogg School of Management Faculty Research
• Journal of Public Policy & Marketing, 2024

This work changes old beliefs and clears up the “sustainability liability” myth. It opens up new paths for green companies to grow while keeping the trust and satisfaction of consumers.

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.