How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Stacy Wood, Stefanie Robinson and Morgan Poor

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

Sustainability: Opportunities and challenges for brands

This article is part of a series of articles on sustainability. Read more.

Move over niche brands, environmental friendliness has moved to the mainstream. For instance, Clorox’s Green Works line of household cleaners operates in the same category as niche brands such as Method and Seventh Generation. Likewise, Natura by Benjamin Moore and Harmony by Sherwin Williams compete in home paints against niche ecofriendly brands YOLO Colorhouse and Green Planet Paints. A real challenge faced by mainstream brands entering the green market is that they are going up against competitors that are...

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