Consumers Favored Eco-Friendly Additions Over Reductions
Customers credit brands more for visible product additions than for the removal of wasteful items in sustainability efforts.
Updated on Oct. 14, 2026 in Marketing
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Research published in the Journal of the Academy of Marketing Science revealed that consumers perceive businesses as more sustainable when they add eco-friendly products. This sustainable additive bias means companies receive higher marks for visible additions than for removing waste.
Why it matters
Operators often assume that removing non-recyclable materials or excess packaging demonstrates environmental commitment. However, customers frequently overlook these subtractions, interpreting only active additions as tangible proof of sustainability.
A study experiment involving 302 hotel guests confirmed that participants rewarded visible additions, such as stocking extra eco-friendly amenities, over businesses that focused on reducing product inventory.
The players
University of Bath
A public research university in the United Kingdom that served as the lead institution for this consumer behavior study.
Journal of the Academy of Marketing Science
A peer-reviewed academic publication that features research on marketing phenomena and consumer psychology.
The details
The research spanned nine studies across diverse sectors including hospitality, retail, and event management. Researchers found that while companies may focus on removing items to minimize their environmental footprint, this work often remains invisible to consumers. By contrast, adding items provides a signal of effort that consumers can easily quantify and acknowledge.
Timeline
October 14, 2026: Study findings published.
Market Landscape
This research challenges the prevailing industry emphasis on waste reduction and lean operational circularity as primary drivers of consumer brand perception. It suggests that companies must rethink how they communicate sustainability efforts to ensure consumers notice their work.
If you are planning sustainability initiatives, consider how to make your efforts highly visible rather than focusing solely on behind-the-scenes reductions. Audit your current marketing messaging to ensure you are highlighting the positive additions you have made to your product line.
The takeaway
The takeaway for operators is that customer perception is driven by visible change rather than the net environmental impact of an initiative. Evaluate your communication strategy to ensure that subtractions are accompanied by a visible, eco-friendly addition that resonates with your customers.
Further reading
For more on how to align your brand strategy with customer expectations, visit Marketing.
Source note: This article includes information reported by AZoCleantech.
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Would you consider a business more sustainable if it removes products instead of adding them?
