Study finds consumers evaluate sustainable products differently based on message type
Professor Miyuri Shirai of Keio University in Japan published a study on Nov. 1, 2026, examining how consumers evaluate sustainable products when sustainability is communicated through composition, packaging, or both.
Research question drives investigation
The research investigates whether communicating multiple environmental benefits always improves consumer evaluation of a product. Professor Shirai noted that adding more positive information does not necessarily make an option seem better to buyers.
Study results appear in journal
The findings were published in the Journal of Environmental Psychology on Nov. 1, 2026. The study examines whether green consumption values influence responses to messages about product composition or packaging.
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