Do Environmental Concerns Impact Buying Behavior?

Whether it’s concern about synthetic materials, wasteful packaging, or carbon pollution, consumers are increasingly eyeing products that are manufactured and packaged sustainably. But does this concern translate into changes in shopping behavior? A recent survey decided to find out. The answer is yes, but not necessarily in ways that you might expect.

Let’s look at three takeaways from the “U.S. Retail Sustainability Perceptions Benchmark” survey (eMarketer/Insider Intelligence, 2022) to use in your marketing.

1. Promote, promote, promote.Consumers care about sustainability, but they are more influenced by perception than details. The study found that the brands that consistently promote themselves as eco-friendly are perceived as eco-friendly (and win customers’ support), whether they are actually the most eco-friendly brands or not. Branding matters.
2. Focus on the aggregate impact.While there is a strong desire to purchase from sustainable brands, buyers are often overwhelmed by the size of the problem. When they look at an individual package, wrapper, or product, they aren’t convinced that switching to an eco-friendly version is worth it, especially if they have to pay a premium for it.

For example, buyers might think, “One billion toothbrushes are sold every year. Why should I pay $15 for a bamboo toothbrush when it won’t make a difference anyway?” The answer is that there are 330 million people in the United States. If even one in 10 people converts to a bamboo toothbrush and replaces that toothbrush twice per year, that’s 66 million toothbrushes kept out of the landfill annually. When seen as part of a larger effort, one person can make a difference. It’s up to brands to help their customers think that way.

3. Provide verifiable claims. One of the concerns in the sustainable marketplace is “greenwashing,” a term used to describe the tactic of making something sound like it’s more environmentally friendly than it is. With so many brands on the eco-friendly bandwagon, consumers know they are being greenwashed at least some of the time, but they don’t always know when that is happening or what to do about it. Take the time to back up your claims so that shoppers can trust you. Provide numbers and details. When possible, offer third-party verification.

The takeaway? Customers want to shop sustainably. Sometimes they just need a little help in doing it.