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Overcoming the Sustainability Liability: Can Stating Product Strength Increase Preference for Sustainable Products?

Olsen, Emilia Henrietta Helander; Ougland, Sissel Kristine
Master thesis
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2937464.pdf (6.558Mb)
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https://hdl.handle.net/11250/2825745
Utgivelsesdato
2021
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  • Master of Science [1116]
Sammendrag
Consumer demand for sustainable products is rising, but there is still a valueaction

gap between consumers’ pro-green attitudes and purchase behavior. This

might partly be attributed to consumers associating sustainable products with

gentleness-related attributes. As a result of these associations, the positive effect

that sustainability often has on product preference is reduced for products where

strength-related attributes are valued highly. In some cases, this even causes

preference for non-sustainable alternatives, leading to the effect called the

“sustainability liability.” This study aims to determine if the sustainability liability

can be overcome by explicitly stating the product's strength, and whether it is

more effective to state manufactured or natural strength. We conducted an online

experiment in which we manipulated product’s sustainability and the source of

product strength and measured environmental attitudes. The results support the

existence of a sustainability liability. The main implication from these findings is

that marketing sustainable products with strong performance attributes and

overcoming the sustainability liability is a complex endeavor that needs to be

studied further, and that consumers’ green attitudes does not seem to affect the

existence of the sustainability liability.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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Handelshøyskolen BI

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