How to Think SUSTAINABLE this Earth Day 2022

Happy Earth Day!

The word “Sustainable” is a broad term that continually changes with the climate around us. Green colors, cardboard-like packaging, terms like eco and environmentally friendly, energy efficient, organic, biodegradable, all come to mind. These all come into play when it comes down to customer buying habits, and what makes them want to buy into sustainability. In order to fully understand true sustainability, and the psychology of consumer buying habits, it all starts with the brand and its transparent foundation.

Are consumers more likely to buy into sustainability if the overall messaging, from the ground up, is clear with the right intentions? 

The Studies

Alexander Chernev (Northwestern University) and Sean Blair (Georgetown University) conducted a series of studies analyzing consumer-buying habits when it came down to the purchasing of sustainable products.

According to the first study, environmental values influence consumer perceptions of product performance. A total of 595 participants were recruited online and asked to evaluate a variety of household products, including laundry detergent.

It was claimed that these products were produced sustainably and did not harm the environment. In addition to environmental issues specifically, they sought to find out participants' attitudes more generally. Evidently, the values of the individual play a vital role in customer buying habits. 

Out of a sample size of 270 people, another experiment examined whether focusing the sustainability claims on the company rather than the product was more effective to drive perceptions of product performance. This rendered true, as customers seemed to gear towards the company's value as opposed to the products themselves.

Brand Values

Brand values, if transparent, have a large effect on consumer buying habits. In fact, sustainability being a top valued priority with the brand has a greater effect than its specific product. The intent of the brand may be significant factors behind these attributions. 

How to Begin Your Sustainable Journey? 

Start this Earth Day right! If you’re a company looking to meet additional sustainability targets, we have a full line-up of 100% recyclable and 100% compostable label and packaging stock options! Want to legally advertise that your product is compostable? We have systems in place to get your packaging industrial or home compostable certified!

If you're interested in learning more about how we can support you in your sustainable packaging journey, reach out to our team of experts here or request a quote online.