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首页> 外文期刊>Journal of Business Research >Does sustainability sell? The impact of sustainability claims on the success of national brands' new product introductions
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Does sustainability sell? The impact of sustainability claims on the success of national brands' new product introductions

机译：可持续发展销售吗？ 可持续性索赔对民族品牌新产品介绍成功的影响

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摘要

In the hope of benefiting from the increasing focus on sustainability in Western markets, national brands are introducing new sustainable products. We investigate the success of new sustainable products with a unique dataset combining household panel data, consumer survey data, expert panel survey data, and advertising expenditure data. We show that sustainable new product introductions achieve lower sales than their conventional counterparts. Investing in corporate social responsibility activities compensates for this negative effect and is therefore a viable strategy to boost sales of new sustainable products. Importantly, making sustainable new products clearly innovative mitigates the negative effect of a sustainability claim on new product sales, whereas price promotions aggravate the negative effect. We furthermore caution that the negative effect of sustainability may not decrease as sustainability becomes more mainstream, even if our data covers a period before the currently increased interest in sustainability.
机译：在希望受益于越来越关注西方市场的可持续发展，国家品牌正在推出新的可持续产品。我们调查新的可持续产品的成功与唯一的数据集，结合家庭面板数据，消费者调查数据，专家面板调查数据和广告支出数据。我们表明可持续的新产品介绍比传统的同行实现较低的销售额。投资企业社会责任活动弥补了这种负面影响，因此是促进新可持续产品销售的可行策略。重要的是，使可持续新产品明显创新，减轻可持续性索赔对新产品销售的负面影响，而价格促销加剧了负面影响。我们此外，如果我们的数据在目前增加了可持续性兴趣之前，可持续性变得更加主流，可持续性的负面影响可能不会降低。

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