I want to care about plastic waste. I really do. Those photos of sea turtles trapped in six-pack rings hit me in the gut every single time I see them. The statistics about microplastics in the ocean are genuinely alarming, and I understand the scale of the problem intellectually. But when I'm standing in the cleaning aisle at Target on a Tuesday evening, trying to grab what I need before the kids' soccer practice, I have to be completely honest with myself: am I actually thinking about ocean pollution, or am I thinking about whether this product will effectively cut through the soap scum and hard water stains in my shower?
I ran a study to find out how consumers really prioritise sustainability when buying cleaning products. The results are humbling for brands leading with environmental messaging.
I studied six US consumers to understand the gap between stated environmental values and actual purchase behaviour. The findings reveal a clear priority hierarchy that sustainable cleaning brands need to understand.
The Participants
I recruited six personas aged 31-51 from across the US - spanning California, Oklahoma, Georgia, and several rural regions. The mix included urban apartment dwellers with access to recycling programs, suburban homeowners managing larger cleaning needs, and rural consumers with limited access to specialty products. All were responsible for household cleaning decisions and purchased cleaning products regularly.
What they had in common: they've all seen sustainable cleaning products in stores, they all express some level of environmental concern when asked directly, and they all have to make practical decisions about what actually works in their homes.
The Priority Stack
When participants described how they actually choose cleaning products, a clear hierarchy emerged. The priorities, in order:
Cleaning effectiveness - does it actually clean? This is non-negotiable.
Price and value - budget constraints are real and persistent.
Safety for family and pets - especially for homes with children or animals.
Scent and sensory experience - pleasant or at least not offensive smells.
Environmental impact - sustainability comes last in the consideration set.
Participants acknowledge plastic waste as a concern but rarely prioritise it over cleaning performance or cost. As one respondent put it directly:
"I feel guilty about the plastic bottles under my sink. But budget and proven cleaning ability still come first. I can't afford to buy something eco-friendly that doesn't actually work. Then I've wasted money AND still have a dirty bathroom."
The Effectiveness Question
Sustainable cleaning products have an effectiveness perception problem. Multiple participants expressed skepticism that eco-friendly products clean as well as conventional alternatives. Whether this perception is accurate doesn't matter - it functions as a barrier to trial and adoption.
One participant described the skepticism:
"I tried some of those plant-based cleaners a few years ago and they just didn't cut through the grease. Maybe they've gotten better, but that experience stuck with me. Now I assume that 'eco-friendly' means 'doesn't work as well' even if that's not fair."
What Makes Refillables Work
Refillable cleaning systems represent the most promising path to reducing plastic waste in the category. But trial adoption requires four specific conditions to be met:
Proven cleaning effectiveness - must work as well as their conventional single-use competitors
Price parity or savings - refills should cost less over time than buying new bottles
Local availability - refill stations or pods need to be available where people already shop
Simple, non-messy process - refilling must be easy and clean, not a hassle
One participant explained the calculation:
"I'd try a refillable system if it actually saved me money over time and I could get the refills at Target or Walmart. But if I have to order online and wait for shipping, or drive to a specialty store, it's not happening. Convenience matters."
What Breaks the System
Participants who had tried sustainable cleaning products described specific barriers that caused them to abandon the system and return to conventional options:
Cleaning failure - the product didn't work on tough jobs like grease or soap scum
Refill unavailability - couldn't find refills when they needed them, ended up buying conventional products anyway
Price creep - refills ended up costing more than just buying new bottles
Messy refill process - spills, complicated instructions, or equipment that broke down
One participant described abandoning a system:
"I bought one of those concentrate-and-dilute systems. Used it for maybe three months. Then I couldn't find the refill pods at my store, and when I finally ordered them online, the bottle's spray mechanism broke. I went back to regular Windex and felt bad about it, but at least it works."
What This Means for Sustainable Cleaning Brands
If I were advising a sustainable cleaning brand on their positioning and go-to-market strategy, here's what I'd take away:
Lead with effectiveness, not environmental benefits. Prove the product works, then mention sustainability.
Price at parity or below. Sustainability can't be a premium feature if you want mainstream adoption.
Solve the availability problem. Refills must be where people already shop.
Make the system foolproof. Any friction in the refill process is an exit point.
The Bigger Picture
What struck me most about this research was the gap between stated values and purchase behaviour. Almost everyone says they care about plastic waste. Almost nobody prioritises it when actually choosing cleaning products. This isn't hypocrisy - it's practical reality.
Sustainability functions as a tiebreaker, not a primary driver. If two products are equal on effectiveness, price, and convenience, then yes, consumers might choose the more sustainable option. But leading with environmental messaging when the product doesn't perform is a losing strategy.
Because at the end of the day, people need clean homes. They have company coming this weekend, or the kitchen floor is sticky, or the bathroom needs to be scrubbed tonight before the in-laws visit tomorrow. The planet matters in the abstract, but the immediate cleaning need is concrete and pressing. Brands that understand this priority stack and design products accordingly will build sustainable cleaning systems that actually achieve mainstream adoption. Brands that lead with environmental guilt before proving effectiveness will remain forever niche.
What the Research Revealed
We asked real consumers to share their thoughts. Here's what they told us:
What matters more to you when choosing cleaning products: effectiveness, price, sustainability, or safety (non-toxic, kid/pet safe)? How do you rank these?
Brian Guzman, 51, Warehouse Manager, Los Angeles city, CA, USA:
Effectiveness
Price
Safety
Sustainability
I need it to clean strong and fast. I won’t pay extra for a green label. Safety is good if same price and no weird smell. How much is that?
Jeremy Rodriguez, 47, Healthcare Administrator, Naperville, IL, USA:
Short answer: Effectiveness first, safety second, price third, sustainability fourth. How that actually plays out:
Effectiveness: If it does not cut grease or bathroom funk, it is theater. No film, no streaks, no baby-strength spritz. Do the job or get out of the cart.
Safety: We have a dog. Pixel sniffs and licks everything like it owes him money. I do not want harsh fumes in a small townhouse kitchen either. Clean, then breathe easy.
Price: I am not cheap, I am allergic to paying boutique money for mediocre clean. Big refills, fair per-use cost, no subscription poking me every month.
Sustainability: I care, but it is the tiebreaker. Less plastic, refill path, cool. If it underperforms or costs double for a halo, hard pass.
Neutral or light scent. Save the spa cosplay.
Solid trigger. Flimsy sprayers make me irrationally angry.
Clear label. Tell me what it does, not your life philosophy.
So yeah: make it work, keep it safe around the dog, price it like adults live here, and if it can tick the refill box without annoying me, great.
Jeanette Chavez, 31, Medical Assistant, Athens, GA, USA:
Effectiveness wins. If it doesn’t actually clean, I’m not buying it again. After that, the envelope rules, and I try not to gas out the house because Luna and Miguel hate heavy fumes. Sustainability is nice when it slots in easy and cheap. If a “green” thing streaks or needs special bottles, I’m out. Order:
Effectiveness - cuts grease and soap scum, no film, no cloggy sprayer.
Price - has to fit the grocery envelope, porque el presupuesto manda.
Safety - low fumes, pet-safe vibes, I’ll crack a window and keep bleach to bathrooms only.
Sustainability - refills or tablets if they’re simple, sealed, and actually cheaper.
Daryl Cannon, 42, Logistics Coordinator, Tulsa city, OK, USA:
1) Effectiveness - if it doesn’t cut grease and soap scum, it’s a waste.
2) Price - real close second; I watch cost per bottle and won’t pay double for fancy.
3) Safety - no kids or pets here, but I still don’t want harsh fumes in a small apartment.
4) Sustainability - I like less plastic and refilling bottles, but it’s a tiebreaker.
If two clean the same, I pick the cheaper one that makes less waste and isn’t perfumey - that’s how it goes.
Have you tried refillable cleaning products (like tablet refills you dissolve in water)? What was your experience? If not, what would make you try them?
Brian Guzman, 51, Warehouse Manager, Los Angeles city, CA, USA:
I have not tried the tablet ones. I use the big gallon and refill my bottle. I would try it. It needs to be cheaper than the gallon and clean strong and no weird smell. I need it at Superior or Vallarta, no subscription. How much is that?
Jeanette Chavez, 31, Medical Assistant, Athens, GA, USA:
Yeah, I tried the tablet kind once. Glass cleaner was fine, mirrors looked good. On the counters it felt a little weak and left a light film, and the sprayer clogged twice. The tablet took forever to dissolve unless I used hot water, which is annoying when I just want to clean and go. The extra tabs got a bit mushy under the sink. I went back to a cheap concentrate from Aldi and kept my same bottles. I’d try tablets again if:
Cheaper than my usual on-sale bottle, like real savings per fill.
Dissolves fast in cold tap water, no grains, no clogging.
Actually cuts kitchen grease and bathroom soap scum, no film.
Light, clean scent Miguel won’t hate - or unscented.
On the shelf at Kroger or Aldi so I can grab it, no subscription.
Refills come in a sealed packet that won’t get soggy under the sink.
Clear, simple directions, bilingual helps.
If it ticks those, sure. If not, I’m sticking with what works, porque el presupuesto manda.
Jeremy Rodriguez, 47, Healthcare Administrator, Naperville, IL, USA:
Short answer: yes, I’ve tried a couple. Mixed bag, leaning toward meh. What worked:
Reusing a bottle felt good... for about a week. Less clutter under the sink, fine for light spritz-and-wipe stuff.
Convenience was decent once mixed. No big sticky jug to wrestle.
Tablets took forever to dissolve. I am not standing there swirling like a bartender after work. It is cold out, my patience is colder.
Chalky residue in one bottle, then the sprayer started sputtering like it had asthma. Cheap triggers are my villain origin story.
Smell was try-hard spa vibes. I do not need eucalyptus clouding the kitchen while I’m trying to sauté onions.
Cleaning power topped out at “dust and fingerprints”. Greasy stove? Needed the real stuff or vinegar anyway.
Subscription nagging. No. I don’t need a monthly sermon about my pantry.
I keep two solid spray bottles and refill from a big jug or use vinegar and a drop of dish soap. Simple, cheap, works.
Monique still likes wipes for the bathrooms. I pick my battles.
No subscription. Cash-and-carry at Jewel or Target.
Price that respects my brain... like a couple bucks a refill, not boutique-scent money.
Real grease-cutting without leaving a film.
Neutral or light scent. Clean, not cologne.
Durable bottle with a legit trigger and standard threads. Ideally a warranty. Don’t hand me a flimsy prop.
Clear ingredients, no halo marketing. Say what it is, show it works.
If two options are equal, I’ll pick the one with less plastic. But I’m not babysitting a fizzy tablet while dinner’s cooling just to feel virtuous. Practical, not joyless.
Daryl Cannon, 42, Logistics Coordinator, Tulsa city, OK, USA:
Yeah, I tried one a while back. Buddy handed me a glass cleaner tablet. It dissolved ok in warm water, but it took some swirling, and the smell was too strong. It cleaned, but I got a light film unless I buffed hard, and the sprayer felt gritty after. Price per bottle still wasn’t better than my big jug stuff, so I went back to that - simple and cheap. I’d try tablets again if they hit a few marks:
Cheap - under about a buck a bottle once you own the bottle.
Sold where I already shop - no subscriptions, no goofy shipping.
Unscented or real light citrus - no perfume cloud.
No special bottle - just drop it in my old sprayer and go.
Dissolves fast in cold tap - no grit, no clogging.
Works on grease and soap scum - not just shiny windows.
Clear math on the pack - how many bottles I get, no gotchas.
I don’t want to babysit a fizzy candy in my sink. It needs to be plug-and-play and save me money - that’s how it goes.
How much do you think about plastic waste when buying cleaning products? Is it something you actively consider, or does it barely register?
Daryl Cannon, 42, Logistics Coordinator, Tulsa city, OK, USA:
I do think about it, but price and whether it actually cleans still come first. I buy one big jug or a concentrate and keep refilling the same spray bottle, because I hate those flimsy little bottles that crack and go in the trash. I save good spray heads and jars, and I’ll use vinegar or baking soda when it fits, but I won’t pay double for some “eco” label with a leaky cap. So yeah, it registers, just not enough to blow my budget - that’s how it goes.
Jeanette Chavez, 31, Medical Assistant, Athens, GA, USA:
I think about it, yeah, but not all the time. I reuse two spray bottles and grab refills or concentrates if they actually save money. If the refill setup is fussy or pricier, I just buy whatever’s on sale at Aldi, porque el presupuesto manda. The plastic bugs me, but storage and the envelope win most days. So it registers, just not every trip.
Brian Guzman, 51, Warehouse Manager, Los Angeles city, CA, USA:
I think about it a little, but clean and price come first. I buy the big gallon and refill the same spray bottle. I won’t pay extra for some green label. How much more is it?
Jeremy Rodriguez, 47, Healthcare Administrator, Naperville, IL, USA:
Short answer: it registers, loudly. I am not a zero-waste monk, but I do not love paying for a flimsy bottle I will toss in two weeks. How it plays out for me:
I buy the big refill jugs when I can and keep two decent spray bottles we refill. If the sprayer breaks, I get irrationally annoyed. Cheap pumps are a pet peeve.
Vinegar and a little dish soap handle a lot. Not glamorous. Works.
Wipes are a compromise. Monique likes them for bathrooms. I try to keep them for true gross jobs, not every countertop swipe.
Pods and fancy tablets? Mixed. Convenient, yes. The subscription-y ones with halo marketing feel like paying extra for a smug label. Miss me with an $18 vial in a sachet.
I rinse and chuck the empty jugs in the bin, then immediately feel like recycling is a coin toss. Still do it.
Old T-shirts become rags. I do not buy new microfiber packs wrapped like Fort Knox unless we are truly out.
If two options clean the same and cost about the same, I pick the one with less plastic or a refill path. I am not driving across town for a refill station or paying double for green vibes. Practical, not joyless. And honestly, after our little chores spat last week, I am not eager to add an errand just to feel morally superior about a spray bottle.
