Does Sustainability Sell? The Impact of Sustainability Claims on the Success of National Brands’ New Product Introductions
Dec 16, 2020
Combines household panel data, consumer and expert surveys and advertising spend to find that “sustainable” new product introductions achieve lower sales than their conventional counterparts. While investing in corporate social responsibility and making sustainable new products clearly innovative can mitigate this negative effect, price promotions aggravate it. The effect of sustainability on sales becomes more negative over time.