How Green Values Shape Consumer Responses to Sustainable Products? (IMAGE)
Caption
A new study examines how consumers evaluate sustainable products when environmental benefits are highlighted in product composition, packaging, or both. Across three studies in Japan involving laundry detergent, organic granola, and body wash, consumers with stronger green consumption values responded more favorably to messages highlighting both attributes, while those with weaker values preferred a single focus. The findings highlight the importance of tailoring sustainability communication to consumers’ environmental values.
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Prof. Miyuri Shirai from Keio University, Japan
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