Green gets a pass: Consumers go easier on eco-friendly products reviews
TORONTO, December 6, 2023– Consumers tend to give eco-friendly products the benefit of the doubt, even when they fail, according to new research (external link) from the Ted Rogers School of Management at Toronto Metropolitan University.
A new study shows that consumers react less negatively to the failure of eco-friendly products compared to regular products, and are less likely to share their negative views -- what researcher Matthew Philp describes as "the greenguard” effect.
Climate change concerns are growing, which means that more green and eco-friendly products are entering the market. Just like any product, though, these products can contain flaws and failures. This research highlights the scenario in which those failures occur, and consumers are torn between wanting to prevent others from buying the product and still looking to support green initiatives and products.
When consumers use an eco-friendly product and that product fails to perform, they are less likely to share their poor review or negative opinions on it, compared to conventional products that also fail to perform. The research findings suggest that when consumers choose to not react negatively to green products, they believe they are being more prosocial. These consumers believe that their negative reaction could harm the overall success of the product and dampen the environmental benefits of using it. Additionally, the greenguard effect dissipates with consumers who are not environmentally conscious. This creates boundaries for where the greenguard effect may exist from a societal standpoint.
The research highlights how the prosocial motives of green products influence consumer reactions to product failures. This provides marketers with useful information on green product marketing.
For more information about the research or to speak to Dr. Matthew Philp, please contact:
Cassandra Earle
Media and Rich Content Specialist, TRSM