The Elusive Green Consumer
hbr.org
Consumers often have negative associations with sustainable product options, viewing them as being of lower quality, less aesthetically pleasing, and more expensive. In one example, when people valued strength in a product—a car cleaner, say—they were less likely to choose sustainable options 65% sa
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Summary
Consumers report positive attitudes towards eco-friendly products and services, but often do not follow through with their wallets, creating an "intention-action gap." However, consumers, particularly Millennials, increasingly want purpose-driven and sustainable brands. Some men associate sustainability with femininity, but this effect can be mitigated if a brand is already strongly associated with masculinity. Brands like Jack Daniel's link sustainability to quality and great taste, appealing to traditional masculine values. Positive feelings are more effective motivators than guilt, which should be used carefully.
Top Highlights
- Consumers often have negative associations with sustainable product options, viewing them as being of lower quality, less aesthetically pleasing, and more expensive. In one example, when people valued strength in a product—a car cleaner, say—they were less likely to choose sustainable options
- 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do s
- 70% of its greenhouse gas footprint depends on which products customers choose and whether they use and dispose of them in a sustainable manner
- Social norms may also turn off certain consumer segments.
- Consumers—particularly Millennials—increasingly say they want brands that embrace purpose and sustainability.
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