Consumer Psychology Challenges in Green Marketing
Value Action Gap
Many consumers express a desire to support sustainable products but often don't follow
through due to factors like price sensitivity, convenience about the actual impact of their
choices.
Greenwashing and Consumer Skepticism (trust issue)
Misleading or exaggerated environmental claims have led to growing consumer
skepticism. When companies use broad terms like 'eco-friendly' or 'natural' without
evidence, it creates confusion and damages trust not just in brand reputation, but in
green marketing.
Garnier’s plant protein coconut oil shampoo is marketed as eco-friendly, but it still
contains sulfates and synthetic chemicals for texture and preservation. While these
ingredients create foam (lather) boasters to satisfy consumer expectations, they
don't enhance the shampoos cleaning power, consumers are refusing to purchase
products with chemicals, assuming they're harmful. To address this, companies
highlight natural ingredients like coconut oil labels to create a "natural" image.
Consumer Habits as a Barrier to Sustainable Choices
Some customers are so used to buying regular products that they don't actively
look for sustainable alternatives. This habit is often driven by brand loyalty, or a
lack of awareness about eco-friendly options in some cases, consumers remain loyal to
brands that don’t even offer sustainable alternatives.
Social Norms and Peer Influence
Consumers behavior is often affected by those around them like their
friends, family, or colleagues. When customer see others using eco-
friendly products, they may feel encouraged to do the same and follow
that behavior, However, in communities or societies where environmental
awareness is low or eco-friendly behavior isn’t common, people may not
feel motivated to buy green products.
Emotional Disconnect
Green marketing campaigns often focus on practical, rational appeals, such as highlighting
how a product reduces pollution, conserves energy, or benefits the environment. These
messages aim to appeal to the consumer's sense of responsibility, but some consumer
decisions influenced by psychological often buy products not as they are
good for the environment, but because of how those products make them feel aligns
with their personal values.
How marketers and businesses overcome these challenges
Offer discounts, loyalty rewards, or bundle deals for eco-friendly products to reduce the
perceived price barrier. Additionally, emphasizing the cost-effectiveness of sustainable products
in the long run can help shift consumer priorities.
Educate Consumers by provide accessible information about the actual impact of sustainable
choices and the long-term benefits of using eco-friendly products
As demand for sustainable products grows, economies of scale may allow companies to lower
prices, which could help make these products more competitive with regular options.
Companies that invest in clear labeling and honest communication about their environmental
practices are more likely to build trust and encourage sustainable purchasing behaviors. explain
how their products are made sustainably. This includes detailing the production process, how
materials are sourced, and the steps taken to reduce environmental impact
Brands need to create an emotional connection with consumers around sustainability not just
through facts and figures, but by making green marketing feel personal and meaningful. When
consumers feel like they’re making a difference, feel proud of their choices, or feel part of a
larger cause, it builds deeper engagement.
Reference
Cho, Y. N., Ye, C., & Kim, Y. (2024). Instilling label confidence in the minds of consumers: The
role of sustainability skepticism. Journal of Consumer Behavior.
Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C., & Osei, B. (2023).
Consumers’ perception on green marketing towards eco-friendly fast moving consumer goods.
International Journal of Engineering Business Management, 15(1), 1–14.
https://doi.org/10.1177/18479790231170962
Correia, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the influence of green
marketing communication in consumers’ green purchase behaviour. International Journal of
Environmental Research and Public Health, 20(2), 1356. https://doi.org/10.3390/ijerph20021356
