More and more people are concerned with sustainability. As a result, the demand for sustainable products is increasing. Companies are responding by offering more sustainable products. However, consumers experience a lot of obstacles when considering to purchase these sustainable products online. What can organizations do with their webshops to remove these obstacles as much as possible?

1. Sustainable
Marketing
Meet Magento NL | 2 November 2023 | Theo van der Zee

2. "I am interested in selling
more sustainable products"

3. People interested
in sustainable
products
Say they want to pay
more for sustainable
products
The majority of
their purchases is
sustainable
75%
50%
25%
Source: Nielsen, IBM, McKinsey

4. Value Action

5. Value Action

6. Value Action
Time
Info
Money
…

7. 10%
11%
14%
19%
19%
24%
60%
High cost of products
Hard to find eco-friendly products/brands
Not enough information as to what "eco-friendly" means
Not familiar with eco-friendly brands / Prefer brands they know
Don’t think eco-friendly products are as effective as traditional ones
Unclear about the benefits/value of eco-friendly products
Don’t think their individual impacts makes a different
Barriers to purchasing eco-friendly products
Sources: eMarketer

8. 10%
11%
14%
19%
19%
24%
60%
High cost of products
Hard to find eco-friendly products/brands
Not enough information as to what "eco-friendly" means
Not familiar with eco-friendly brands / Prefer brands they know
Don’t think eco-friendly products are as effective as traditional ones
Unclear about the benefits/value of eco-friendly products
Don’t think their individual impacts makes a different
Barriers to purchasing eco-friendly products
Sources: eMarketer
$

9. Value Action
Time
Info
Money
…

11. We'll adopt the mindset:
"Buy Less, But Better"

14. Main challenge:
High upfront cost
Pricing

15. High price tags can act as a
barrier to purchase
$$$

16. Short term thinking is
hardwired into evolution

17. Examples

22. Main challenge:
Greenwashing
Storytelling

23. Make sure claims are real
and no greenwashing

24. Storytelling is a
fundamental human instinct

25. Good stories trigger certain
hormones in the brain

30. Exposition
Rising
action
Climax
F
a
l
l
i
n
g
a
c
t
i
o
n
Resolution
Sources: Freytag’s pyramid

31. Examples

40. Main challenge:
Mass markets
Benefits

41. Only 2-10% of people are
considered 'dark green'

42. Satisfaction
Fulfilled
Dissatisfaction
Absent
Exciters
Sources: Kano model

43. Satisfaction
Fulfilled
Dissatisfaction
Absent
Wants
Sources: Kano model

44. Satisfaction
Fulfilled
Dissatisfaction
Absent
Musts
Sources: Kano model

45. Examples

49. Key points:
Tell authentic stories
Lower upfront cost
Highlight the bene
fi
ts

50. More info:
www.theovanderzee.com