Research Shows Sustainable Labels Boost Product Sales

Consumers show growing interest in sustainability. Retailers use labels to mark products as eco-friendly. Amazon labels items as “Climate Pledge Friendly”. Target labels its items as “Target Zero”. Wayfair labels its items as “Shop Sustainably”. These labels give clear, quick signals about environmental value.

Key Findings from Harvard Business Review Study

• Products with sustainability labels sell better than similar items without labels.
• Labels make eco-friendly choices easy to recognize.
• Major sellers use these labels to meet rising consumer demand.

Expert Insight

Caroline Wang (PhD candidate, Northwestern University) and Sherry He (Assistant Professor of Marketing, Michigan State University) show that clear sustainability details can boost trust and sales.

Implications for Brands and Consumers

• Brands: Certified sustainability labels can offer a competitive edge.
• Consumers: Clear labels help make smarter, eco-friendly purchases.

By using clear sustainability indicators, retailers connect market success with environmental care—a win for both the planet and business.

Source: Harvard Business Review, June 2025

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