
Episode #5
S4E5: How to Sell More Sustainable Products, with guest Bryan Bollinger D’03, TH’03
Why are sustainably labeled products abundant in some communities and scarce in others, even when they could be just as profitable? In this episode of Knowledge in Practice , Tuck marketing professor Bryan Bollinger discusses research showing that retailers’ assumptions about the “ideal” sustainable consumer can cause them to overlook markets. Drawing on county-level sales, pricing, demographic, and product-label data, Bollinger and his coauthors separate consumer demand from product availability and find that demographic stereotypes may influence where sustainable products are offered beyond what their profit potential warrants. The result: firms may leave money on the table while limiting consumers’ access to products carrying labels such as USDA Organic, Fair Trade, and Marine Stewardship Council. Bollinger explains why data-driven targeting can outperform customer personas, how third-party certifications shape consumer behavior, and why sustainability works best when it strengthens a product’s value—making an electric car more appealing or a wool shoe more comfortable. Research paper discussed: Sustainable Product Profit Potential and Availability


