Despite growing interest in sustainability, two major factors are discouraging consumers from purchasing brands with sustainability-oriented practices. According to a global survey from The Conference Board, consumers cite the top deterrents as the price premium associated with sustainable products, as well as communications challenges. The latter entails consumers insufficiently knowing about, trusting, and understanding brands' sustainability claims.
For years, brand managers have groused that while consumers say they intend to buy sustainable products, in store they don’t actually purchase them. This conventional wisdom has been used by many brands as justification for not making their products more sustainable. NYU Stern’s Center for Sustainable Business just completed extensive research into U.S. consumers’ actual