Consumers may care about protecting the environment, but good intentions do not always translate into purchases. New research from the University of Eastern Finland suggests that enjoyment and emotional appeal can make sustainable products more attractive, encouraging shoppers to pay a premium for environmentally friendly alternatives.

The study explored how sustainability values influence purchasing decisions, particularly when consumers weigh enjoyment against practical considerations such as price, functionality and efficiency. Researchers found that people who value sustainability are more willing to spend extra when products also deliver positive experiences, suggesting that emotional satisfaction plays an important role in turning environmental concerns into purchasing behaviour.

“Consumers who value sustainable consumption are more willing to pay a premium, particularly when a product offers positive emotional and user experiences. Enjoyment helps translate sustainability values into actual consumption behaviour,” says Doctoral Researcher Jyri Hoffrén of the University of Eastern Finland.

However, the relationship becomes more complicated when consumers prioritise practical benefits. Those who focus primarily on cost, usefulness and economic value are less likely to pay extra simply because a product is sustainable. Even environmentally conscious shoppers may hesitate if they believe a greener alternative is too expensive or fails to offer sufficient practical advantages.

“This finding helps explain the value-behaviour gap. Consumers may consider sustainability important but decide not to buy a product if its price, practicality or perceived benefits fail to meet their expectations,” Hoffrén explains. The findings highlight a challenge for manufacturers seeking to persuade consumers to choose environmentally responsible products over conventional alternatives.

The researchers emphasise that environmental credentials alone are rarely enough to secure a sale. Sustainable products must also be attractive, functional and enjoyable to use. Companies therefore need to integrate environmental benefits into the overall consumer experience rather than relying exclusively on green messaging. Products that combine sustainability with genuine quality and appeal may have a stronger competitive advantage.

The findings also raise questions about greenwashing, particularly when companies use emotionally appealing environmental claims without sufficient evidence. While positive marketing can encourage sustainable purchases, exaggerated promises risk undermining consumer confidence. “If product marketing emphasises enjoyment without genuine experiential benefits, it may lose credibility. For utilitarian products, consumers are also quick to scrutinise whether the environmental benefits are genuine,” Hoffrén says.

Published in Forest Policy and Economics, the research drew on three studies conducted at different points in time, examining consumer responses to a wood-based bioplastic bottle, a T-shirt and biofuel. The results offer insights for manufacturers, particularly those developing wood-based alternatives to conventional materials. By combining credible environmental benefits with appealing design, practical performance and enjoyable experiences, businesses may be better positioned to attract customers and compete in international markets.

More information: Jani Holopainen et al, Consumers’ hedonic and utilitarian attitudes toward sustainable products: Implications for the sustainability value–behavior gap and wood-based bioproducts, Forest Policy and Economics. DOI: 10.1016/j.forpol.2026.103921

Journal information: Forest Policy and Economics Provided by University of Eastern Finland