This project investigates the impact of revealing product sustainability cues in the post-purchase compared to the pre-purchase phase on online delivery platforms. Businesses often face the choice of explicitly communicating the sustainable nature of their products (e.g., local products, low food waste) or keeping a low profile and focusing on the quality or appeal of their products. The latter choice is known as "greenhushing," which refers to the intentional decision by companies to hide their green efforts to avoid further scrutiny and unwanted backlash (e.g., perceptions of less tasty products or higher costs) from consumers or third parties. In this work, we suggest that companies can still benefit from their green efforts while avoiding the potential risks associated with framing their products as green or sustainable. We propose that disclosing the sustainable nature of a product at the post-purchase stage enhances customer satisfaction and prompts positive reviews, thereby challenging the perception of sustainable products as expensive, which often negatively influences consumer choice during the pre-purchase phase. By avoiding interference with the consumer's decision-making process and not using any signals or cues (e.g., labels, claims) that point to the product's sustainability, the purchase decision is based solely on the product's inherent attributes. Disclosing the product's sustainable nature after purchase is likely to have positive consequences and may encourage repeat purchases.

Essa, M., Tuan, A., Visentin, M. (2024). Greenhushing: does it really pay to disclose sustainable cues on online delivery platforms?.

Greenhushing: does it really pay to disclose sustainable cues on online delivery platforms?

MUSA ESSA;ANNAMARIA TUAN;MARCO VISENTIN
2024

Abstract

This project investigates the impact of revealing product sustainability cues in the post-purchase compared to the pre-purchase phase on online delivery platforms. Businesses often face the choice of explicitly communicating the sustainable nature of their products (e.g., local products, low food waste) or keeping a low profile and focusing on the quality or appeal of their products. The latter choice is known as "greenhushing," which refers to the intentional decision by companies to hide their green efforts to avoid further scrutiny and unwanted backlash (e.g., perceptions of less tasty products or higher costs) from consumers or third parties. In this work, we suggest that companies can still benefit from their green efforts while avoiding the potential risks associated with framing their products as green or sustainable. We propose that disclosing the sustainable nature of a product at the post-purchase stage enhances customer satisfaction and prompts positive reviews, thereby challenging the perception of sustainable products as expensive, which often negatively influences consumer choice during the pre-purchase phase. By avoiding interference with the consumer's decision-making process and not using any signals or cues (e.g., labels, claims) that point to the product's sustainability, the purchase decision is based solely on the product's inherent attributes. Disclosing the product's sustainable nature after purchase is likely to have positive consequences and may encourage repeat purchases.
2024
XXI^ SIM Conference Proceedings
1
5
Essa, M., Tuan, A., Visentin, M. (2024). Greenhushing: does it really pay to disclose sustainable cues on online delivery platforms?.
Essa, Musa; Tuan, Annamaria; Visentin, Marco
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/1000238
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