Came across this insightful article from the London School of Economics and Political Science. It’s called How consumers perceive sustainable products.
It shares some really thought-provoking article. This one is was one of them:
For products in so-called strong categories – drain openers, hand disinfectants, and so on – we find a sustainability liability. Consumers systematically expect such green products to be less effective, and they are less attracted to these products. This holds both when the contents and the packaging (that is, both central and peripheral attributes) are green. In our field study, we even find that consumers use more drain opener when it is labelled “sustainable”.
There are more insights to be gleaned here so do give the rest of the article a read…