Research
When eco-friendly advertising backfires: More green claims can make a product less appealing
Earth.com · By Sanjana Gajbhiye ·
The Brief
- A new study suggests that advertising both eco-friendly ingredients and sustainable packaging can make a product less appealing to some shoppers.
- People who care a lot about buying green rated a product higher when its green claims were not stacked, according to the article's opening (the full result is not in the source excerpt).
- The source is a single Earth.com article; the study itself was not reviewed here.
Why it matters
Brands often add multiple green claims to a product, assuming more is better; this research suggests stacking claims can backfire with some shoppers, which matters for marketing choices and for how consumer sustainability messages are designed.
Who’s affected
- Brands and marketers promoting eco-friendly products
- Researchers studying green consumer behavior
- #sustainability
- #consumer-behavior
- #marketing
- #green-claims
- #study
A product made with eco-friendly ingredients and sold in sustainable packaging sounds like an easy sell. But a new study suggests that advertising both benefits can make it less appealing to some shoppers. People who care a lot about buying green rated a product higher when its…