LOW-PRICED PRODUCTS SEEM LESS SUSTAINABLE

Summary from the TLDR Marketing newsletter

Consumers perceive higher priced sustainable products as more eco-friendly, regardless of actual quality. In experiments, lower priced sustainable backpacks were seen as 8.35% less eco-friendly than higher priced ones, and a more expensive detergent was seen as 6.1% more sustainable. This bias stems from the belief that sustainability increases production costs, so low prices trigger skepticism. The effect weakens if companies clearly explain how they keep prices low through methods like automation or bulk buying.