Based on the results of the ‘I Prefer 30°’ campaign, the study’s authors conclude: “Consumers’ behavior has been driven by perceived cleaning performance and value for money of detergents, not by lower environmental impact or saving money on energy.”
The study supported the notion of social identity theory as study subjects were attracted more to organizations with high corporate sustainable business practices than organizations with low sustainability practices.
One field and one laboratory experiment show that customers are more likely to buy a conventional over a green product when the former is bundled with a campaign that is offsetting an unrelated problem rather than a problem caused
by the product – unless the donation offsets the specific damage caused by the customers’ own consumption.
Having a fair trade claim certified by certain third parties significantly raises the price (above an uncertified product). In particular FLO-I certification leads to a higher price in all models in both periods.