When Do Consumers Say "No" to Green?

Jul 6, 2011 12:00 PM ET

(3BL Media / theCSRfeed) July 6, 2011 - We know sustainable products may be left on the shelves if consumers feel they have to pay a premium for them. But can a product’s sustainability (or lack thereof) influence how consumers view its other attributes?

A recent study reveals marketers who understand consumers' intuitive responses to the concept of "sustainability" have a better chance of effectively promoting their products.

"The concept of 'sustainability' is a complex and confusing one for consumers - and for marketers," explains Ohio State University marketing professor Rebecca Walker Naylor, speaking on behalf of leading researchers who studied consumer response to various products. 

Learn here which types of products are easier to sell with a "green" message.


The Network for Business Sustainability is a not-for-profit organization that connects business leaders and academic experts worldwide to devise new business models for the 21st century. The Network is located at the Richard Ivey School of Business (at The University of Western Ontario) in London, Canada and at the Université du Québec à Montréal. The Network is funded primarily by Canada’s Social Sciences and Humanities Research Council, with additional support from industry partners.