Kristina Brecko weighs in on sustainable consumer products

Consumer interest in sustainability doesn’t always translate into purchasing decisions

Kristina Brecko, assistant professor of marketing at University of Rochester Simon Business School, was recently featured in an article examining the challenges companies face in turning consumer interest in sustainability into sales.

The story looks at the bankruptcy of sustainable denim brand MUD Jeans and the broader gap between consumers’ stated interest in sustainable products and their purchasing decisions.

Brecko points to research she conducted with Yewon Kim of Stanford Graduate School of Business showing that other product attributes can play a greater role in purchasing decisions than sustainability.

“It turns out that package size, ingredients, and brand name are much bigger drivers of purchases than sustainability,” Brecko said.

Read the full story to learn more about the challenges sustainable brands face in attracting consumers while remaining financially viable.

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