Question 1

Do consumers actually pay more for sustainable products?

Accepted Answer

Some do, but the intention-behaviour gap is real. Sustainability rarely overcomes significant price premiums. It works best as a tiebreaker between otherwise similar options.

Question 2

What sustainability claims resonate most?

Accepted Answer

Specific, verifiable claims outperform vague 'green' messaging. Consumers respond to tangible benefits like reduced packaging, recyclability, and third-party certifications.

Question 3

Does sustainability matter equally across categories?

Accepted Answer

No. Sustainability influences cleaning and personal care more than indulgent categories. Context matters: consumers expect different things from laundry detergent versus beer.

Question 4

How do I test sustainability messaging?

Accepted Answer

Synthetic panels can evaluate different sustainability claims, test eco-friendly packaging concepts, and identify which environmental benefits resonate with specific consumer segments.

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