“Consumers generally overestimate their own willingness to pay a premium for sustainable products. The products that objectively and directly benefit the potential buyer are more likely to be purchased at a premium. The marketing of environmental benefits should target the relevant set of interests of the consumer and not stay too general. A product’s carbon footprint has absolutely no emotional value to the consumer. So does it still make sense to develop sustainable products? Of course – it not only helps the environment but pays off in the form of building goodwill for your brand.”
Jan Bock, senior purchasing manager, Lidl
