COP26 is upon us, and the world’s leaders are gathering to discuss how to mitigate the adverse effects of climate change. Retailers have been getting in on the action: pledging to hit zero in terms of carbon emissions by 2035, joining the conference as partners, and launching new “eco-friendly” products.
But what do consumers actually think about products that have been designed to be environmentally friendly?
Are eco-products viewed as better quality?
Data from YouGov Realtime shows that it depends on the kind of product. From a qualitative perspective, Britons are most likely to think food and drink designed to be sustainable is of a higher standard (31% vs. 9% who believe them to be lower quality than standard versions) – with a plurality believing it is more or less the same (44%).
Vehicles – perhaps helped by high-end, high-publicity brands such as Tesla, as well as recent forays into the electric car space from existing luxury manufacturers like Jaguar – are also more likely to be perceived as better quality than worse (20% vs. 11%); again, the public are most likely to see them as the same quality (40%).
It’s a similar story with furniture: a fifth of Britons (20%) think a table made from reclaimed wood or a sofa made from recycled fabrics will be generally better than one not designed to be eco-friendly, compared to 12% who do not, and nearly half (47%) seeing no difference either way. Britons are also twice as likely to think cosmetics are better quality when they’re made in an environmentally friendly fashion (15% vs. 8%), with two in five thinking they’re broadly the same (38%).
The story is not entirely positive for environmentally friendly products. There are a few categories where items that have been designed for “sustainability” perform significantly worse than their non-green counterparts. Most notably, while nearly two in five members of the public think eco-friendly utensils (like wooden knives and forks) are a similar quality to non-eco friendly products (37%), the same proportion think they’re worse (37%) and just one in nine (11%) think they’re better. It may well be that many Britons have had enough of soggy paper straws. Likewise with personal care items (26% lower quality) and household items (27%): a quarter of Britons are more likely to think recycled toilet tissues, in this category are lower quality compared to just 13% who think the opposite.
Britons most likely to say eco-friendly household items, food & drink, and personal items offer worse value for money
When it comes to value for money, sustainable household cleaning items come bottom of the table: nearly two in five (37%) say the “green” versions of these products offer poor bang for buck compared to the non-eco-friendly variety, with just one in ten (10%) believing the opposite. A third say they represent the same value for money (32%). It is almost precisely the same story with personal care items such as recycled toilet paper and toothpastes (36% worse; 33% same; 10% better).
In every category, Britons are more likely to think environmentally-friendly products represent poorer value for money than better value for money (though in many cases the public do think they represent the same value for money). For example, a higher proportion think electric/hybrid cars are worse value for money than better – suggesting that they’re still seen as a luxury item by much of the public. Similar thinking may explain why more Britons think furniture and cosmetics are less financially competitive than their non-green equivalents.
In any case, for much of the public, it may not be enough for a product to be “environmentally friendly”; in many of these categories, a significant proportion think they are worse quality and worse value for money. The question for brands, then, is whether or not they can make these products more attractive to consumers – while meeting their ambitious environmental targets.