The report "Talk is Cheap: How Much Will Consumers Really Pay for Green Products?" reveals that while many consumers express interest in sustainable products, their purchasing behavior often does not align with their stated intentions. Through auction-based testing, the study found that environmental and social claims generally increase demand but vary in effectiveness across product categories. For instance, claims related to biodegradable ingredients and refillable packaging often generate higher willingness to pay, particularly among Gen Z and female consumers. However, some sustainable options, like products made from recycled plastics, may decrease demand if perceived as less attractive.

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