Green goods need to sell shopper advantages, not just eco-credentials
At an Amsterdam summit, Johanna Gollnhofer of the University of St Gallen argued that companies should highlight what shoppers gain from sustainable goods instead of leading with green appeals. She said such products often stay confined to a niche, and that a roughly 60% middle segment in German-speaking markets says it intends to buy sustainably but frequently does not. A hospital disinfectant study she mentioned showed a gap between stated preference for a sustainable option and actual purchases, with social presence influencing choices.
At the Amsterdam summit, Gollnhofer described three German-speaking consumer camps: committed green buyers and disengaged opponents each make up roughly one-sixth to one-fifth, while a broad middle near 60% is the main growth target. She noted that this middle often reports sustainable intentions but does not consistently follow through.
She also cited a hospital disinfectant experiment: most respondents initially said they would pick a greener cleaner, yet actual choices favored the conventional one; being watched made sustainable selection more likely. Packaging tests suggested labels like vegan or vegetarian can backfire, so brands may emphasize taste, quality, trust, and ease first, as Magnum did by foregrounding brand and indulgence over green cues.
If marketers shift toward consumer benefits, mainstream shoppers may find sustainable options more accessible, potentially increasing adoption and reducing the niche status of green goods. Companies could gain broader sales, while committed eco-consumers may worry that environmental messaging is diluted. Hospitals and other institutions might see procurement choices shaped by social expectations as much as stated values. Overall, the approach may influence how quickly sustainable products spread, though actual societal impact would depend on product performance, trust, and price.