Tag: Sustainability
Sustainability claims are everywhere, but consumer response varies dramatically. These studies explore what environmental messaging actually resonates and where green marketing falls flat.
From green laundry claims to sustainable skincare, understand the gap between sustainability intentions and purchase behaviour, and what bridges it.
What You'll Discover
Discover what sustainability claims actually move consumers to purchase.
FAQ
Do consumers actually pay more for sustainable products?
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.
What sustainability claims resonate most?
Specific, verifiable claims outperform vague 'green' messaging. Consumers respond to tangible benefits like reduced packaging, recyclability, and third-party certifications.
Does sustainability matter equally across categories?
No. Sustainability influences cleaning and personal care more than indulgent categories. Context matters: consumers expect different things from laundry detergent versus beer.
How do I test sustainability messaging?
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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