Feed them facts: Value perceptions and consumer use of sustainability-related product information

• Online study of 3600 consumers on how sustainable product information impacts choice.
• When sustainable information is included, consumers will pay a higher price.
• When sustainable information is missing, consumers will avoid those products.
• When full information is available, consumers will weigh their choices by attributes.

More than ever, consumers are demanding sustainable options on retail shelves. Retailers, however, are not finding clear evidence of the financial benefits for doing so. This study attempts to provide concrete suggestions to retailers on what kinds of sustainability-related information to provide to consumers. Our online study of approximately 3600 participants provides evidence that, when provided with full information on all sustainability-related attributes, consumers make price/benefit trade-offs resulting in the selection of higher priced, more value-differentiated products. Further, when sustainability-related information is provided for some products and not for others, consumers will “punish” the non-sustainable option. Managerial implications are discussed.