Sustainability Doesn’t Sell Itself

Why do so many sustainable products fail despite good intentions? Because they are often designed for an ideal world—not for real consumer decisions. People do not buy CO₂ reduction. They buy convenience, price advantages, design, status, taste, or a sense of belonging.

This presentation dispels the notion that better information automatically leads to better behavior. Instead, Johanna Gollnhofer takes a look at the value-action gap between attitude and behavior—and at the 60% who agree in principle but do not implement consistently. She discusses which psychological barriers, routines, and decision heuristics stand in the way of sustainable consumption.

Using concrete examples, Johanna Gollnhofer demonstrates how sustainable offerings become successful when they are not sold primarily through morality, but through genuine added value. The core question is: How do we design sustainability so that it doesn’t feel like a sacrifice—but like an upgrade?

Johanna Gollnhofer is an Associate Professor of Marketing at the University of St. Gallen (HSG) and Director at the Institute for Marketing and Customer Insight. Her research focuses on consumer behavior, sustainable marketing, and the question of how companies can bridge the gap between attitude and actual behavior. She has received international awards for her scientific work.

She publishes the “Green Marketing” newsletter on LinkedIn and is co-author of the book “The 60% Potential – Inspiring the Masses for Green Consumption with Marketing.”

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