Business & Finance
Beyond green claims: Understanding how consumers evaluate sustainable products
Key Points
Sustainability has become an increasingly visible feature of consumer-packaged goods (CPGs), from the ingredients used in household products to the materials and design of their packaging. For companies marketing sustainable products, however, an important question remains: Does communicating more environmental benefits necessarily improve how consumers evaluate a product? Although highlighting several sustainability features may provide a more complete picture, consumers may not respond to...
Sustainability has become an increasingly visible feature of consumer-packaged goods (CPGs), from the ingredients used in household products to the materials and design of their packaging. For companies marketing sustainable products, however, an important question remains: Does communicating more environmental benefits necessarily improve how consumers evaluate a product? Although highlighting several sustainability features may provide a more complete picture, consumers may not respond to all this information in the same way.