Consumers are more willing to pay for sustainable products if they also perceive them as enjoyable and appealing, according to a study conducted at the University of Eastern Finland. However, environmental friendliness alone does not always translate into willingness to pay.
The study examined how consumers’ sustainable consumption values, hedonic attitudes emphasising enjoyment and utilitarian attitudes emphasising practical benefits affect their willingness to pay more for sustainable products.
“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.
A utilitarian focus can widen the value-behaviour gap
A utilitarian attitude has the opposite effect on willingness to pay. When a product is assessed in terms of price, functionality, efficiency or economic benefits, sustainability values are less likely to translate into willingness to pay a premium.
“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.”
Environmental friendliness alone is not enough
Environmental friendliness alone does not guarantee willingness to pay. A sustainable product must also be fit for purpose and appealing to consumers. Environmental claims and the product’s functional and experiential attributes should reinforce one another.
“Companies should consider sustainability as part of a product’s overall value. If product marketing[MV1.1] 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.
The findings also have important implications for greenwashing: emotionally appealing environmental marketing can persuade consumers without sufficient evidence, while inconsistencies between product attributes and environmental claims can increase distrust.
Three studies at different points in time and across different products
The research, published in Forest Policy and Economics, comprised three studies. They examined whether the associations remained stable over time and compared a wood-based bioplastic bottle, a T-shirt and biofuel. The findings can help the Finnish [MV2.1]wood industry develop more appealing and competitive consumer products. Consumer-oriented product development and credible marketing can strengthen the position of wood-based alternatives in international markets.
Research article:
Holopainen, Jani., Hoffrén, Jyri., Halinen, Marianna., & Laukkanen, Tommi. (2026). Consumers’ hedonic and utilitarian attitudes toward sustainable products: Implications for the sustainability value-behavior gap and wood-based bioproducts. Forest Policy and Economics, 192, 103921. https://doi.org/10.1016/j.forpol.2026.103921.
