50 shades of green: Assessing sustainability labeling

Charlotte Wolf, Sven Henkel and Franziska Krause

Marketing Review St.Gallen, 2024, vol. 41, issue 5, 42-49

Abstract: Sustainability labeling is prevalent in personal care, a CHF 2 billion market. The authors develop four product archetypes based on the labeling, pricing, and ingredients of 2666 products: Quiet Premium, Claim Champions, Labeling Peacocks, and Humble Bargains. They derive five actionable suggestions to help managers position their products and optimize labeling strategies.

Date: 2024
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