Short answer

Designers and marketers should prioritize developing and communicating authentic sustainability initiatives, moving beyond mere signalling to demonstrable impact, especially for products and services in fast-paced consumer markets.

Field: Innovation & Markets
Source: Business Strategy and the Environment (2025)
Method: Longitudinal study using self-administered questionnaires.
Sample: 512 respondents in Phase 1, 478 respondents in Phase 2.
Evidence: Moderate effect

While initial green claims by quick commerce companies can build consumer trust, this effect diminishes over time as consumers become more discerning and demand verifiable evidence of environmental actions. This innovation & markets research insight is drawn from a 2025 study published in Business Strategy and the Environment. Using Longitudinal study using self-administered questionnaires. with 512 respondents in Phase 1, 478 respondents in Phase 2., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize developing and communicating authentic sustainability initiatives, moving beyond mere signalling to demonstrable impact, especially for products and services in fast-paced consumer markets.

Study

Innovation & MarketsNew This WeekModerate effect

Green Claims in Quick Commerce: Consumer Trust Erodes Over Time Without Substantiation

Business Strategy and the Environment · 2025

Key Findings

01Initial green claims positively influenced credibility, visibility, and complexity of the claims.
02Credibility, visibility, and complexity positively influenced consumer response to green claims in Phase 1.
03Companies' environmental actions moderated credibility and complexity in Phase 1, positively impacting consumer response.
04In Phase 2, these moderating effects were less pronounced, indicating increased consumer skepticism.
05Visibility was moderated by company actions in both phases, but long-term acceptance requires fact-checking.

Application

Design takeaway

How to apply

When developing marketing campaigns for sustainable products or services, ensure that all claims are directly supported by concrete, measurable environmental actions and that this evidence is readily accessible to consumers.

Project actions

01Consider how your design choices can be communicated as genuine environmental benefits.
02Think about how you will provide evidence for any sustainability claims made about your product.

Method & Evidence

AimTo investigate how consumer perceptions of green claims by quick commerce companies evolve over time, considering the impact of company environmental actions and consumer awareness.

MethodLongitudinal study using self-administered questionnaires.

ProcedureData was collected in two phases. Phase 1 examined the influence of 'signals' (e.g., marketing messages) on the credibility, complexity, and visibility of green claims. It then explored how these factors relate to consumer responses. Phase 2 re-evaluated these relationships, specifically assessing the moderating role of companies' environmental actions on consumer responses.

Sample512 respondents in Phase 1, 478 respondents in Phase 2.

ContextQuick commerce industry, focusing on consumer responses to environmental marketing.

Variables

IV["Signals of green claims (e.g., marketing messages)","Companies' environmental actions"]

DV["Credibility of green claims","Complexity of green claims","Visibility of green claims","Consumer response to green claims"]

CV["Time (Phase 1 vs. Phase 2)","Industry (quick commerce)"]

Strengths & Limitations

Strengths

+Longitudinal study design allows for observation of changes over time.
+Incorporates multiple theoretical frameworks (signalling theory, ELM, AST, CLT).

Limitations

Consumer perception can be influenced by many factors beyond what is studied, such as brand loyalty or price.

Reliability & validity

The longitudinal design and use of multiple theoretical models contribute to the study's validity. Reliability would depend on the consistency of the questionnaire and data collection methods across phases.

Think critically

To what extent can 'signalling' be a legitimate strategy in the early stages of a product's life cycle, and at what point does it become deceptive?

Design Principles

"Authenticity in sustainability communication is paramount for sustained consumer trust."

This research highlights the critical need for businesses to move beyond superficial green marketing. As consumers become more aware of greenwashing, authentic and demonstrable sustainability efforts are essential for long-term brand reputation and market success in the competitive quick commerce sector.

What This Means for Your Design

Companies trying to look 'green' to customers might fool them at first, but customers get smarter over time and want real proof. Just saying you're eco-friendly isn't enough for long.

How to use in your project

1.Use this research to justify the need for robust evidence to support any environmental claims made in your design project.
2.Discuss how your design's sustainability features will be communicated to avoid perceived greenwashing.

Add to My Project

Quick Cite

Paragraph starter

This research indicates that while initial green claims can positively influence consumer perception of credibility and response, this effect is not sustainable without verifiable actions. As consumers become more educated, they demand evidence, making long-term success dependent on genuine environmental commitment rather than mere signalling.

Source

Business Strategy and the Environment

Signals vs. Reality: Consumer Responses to Green Claims in Quick Commerce

journal · 2025

View source

Questions About This Research

What does the research say about green claims in quick commerce: consumer trust erodes over time without substantiation?: Designers and marketers should prioritize developing and communicating authentic sustainability initiatives, moving beyond mere signalling to demonstrable impact, especially for products and services in fast-paced consumer markets. Evidence: Business Strategy and the Environment (2025).
Why does "Green Claims in Quick Commerce: Consumer Trust Erodes Over Time Without Substantiation" matter for design?: This research highlights the critical need for businesses to move beyond superficial green marketing. As consumers become more aware of greenwashing, authentic and demonstrable sustainability efforts are essential for long-term brand reputation and market success in the competitive quick commerce sector.
How can designers apply this research?: Designers and marketers should prioritize developing and communicating authentic sustainability initiatives, moving beyond mere signalling to demonstrable impact, especially for products and services in fast-paced consumer markets.
What were the main findings?: Initial green claims positively influenced credibility, visibility, and complexity of the claims.. Credibility, visibility, and complexity positively influenced consumer response to green claims in Phase 1.. Companies' environmental actions moderated credibility and complexity in Phase 1, positively impacting consumer response.. In Phase 2, these moderating effects were less pronounced, indicating increased consumer skepticism.
What research method was used?: Longitudinal study using self-administered questionnaires. with 512 respondents in Phase 1, 478 respondents in Phase 2..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2025 journal from Business Strategy and the Environment.
What should I do differently in my next project?: When developing marketing campaigns for sustainable products or services, ensure that all claims are directly supported by concrete, measurable environmental actions and that this evidence is readily accessible to consumers.
What are the limitations?: The study's findings may be specific to the quick commerce context and may not generalize to all industries. Consumer awareness and skepticism levels can vary significantly across different demographics and geographic regions.