Another result from our yearly survey on shoppers‘ environmental concerns and actions.

And some scientific insights which categories are more (or less) suited for sustainable positioning.

Price is the greatest barrier to purchasing sustainably

3 out of 5 shoppers globally agree that the greatest barrier to purchase more sustainable produce is price. Considering oneself to lack expertise and the challenge finding sustainable choices are close 2nd and 3rd barriers.

How do these insights translate into action?
1. Must not price sustainable products too expensive
2. Educate shoppers on sustainable options
3. Be conveniently available to purchase

Sustainability liability A: A focus on sustainability may reduce efficacy beliefs

Ethical products enhance associations of gentleness which further preference in categories where gentleness matters (think skincare), but hinder preference where gentleness is not desired (think lavatory cleaners).
The diagram shows relative preference for a more organic option in baby and car shampoos. It also illustrates social desirability in surveys: when asked about one‘s own preference people show a rather high sustainability preference for either product category – which becomes weaker in car shampoo when asked what others prefer.

Sustainability liability B: A focus on sustainability may reduce pleasure

Because many consumers associate an organic product with “wholesomeness” or “healthiness” such a claim reduces the amount of enjoyment ascribed to vice foods (categories that focus on “want” like chocolate or beer), especially for consumers that show little concern for the environment. The claim does not hurt virtue foods (categories that focus on “should” like yogurt, fruit or vegetable). If you play in the “vice space” make sure that the way you communicate organic qualities don’t diminish the enjoyment of your products.