Consumers have become more interested in purchasing products produced using more sustainable practices, with much of the recent growth in consumer packaged goods within the United States from products with clearly labeled sustainability claims on their packaging. However, many categories have low levels of sustainable product market share, with substantial geographic variation. The authors assess the role of demographic variables in the availability of sustainable products, after controlling for their relative “profit potential” (determined by quantity, price, and price elasticity). To estimate profit potential, the authors estimate product and county-specific demand elasticities for seven consumer packaged goods subcategories in the grocery and mass merchandiser formats. A meta-analysis of the estimates shows that the relative profit potential of sustainable products increases with income and Democratic vote share. These variables predict greater sustainable product availability than would be expected from their higher profit potential. The fraction of the county that is white does not significantly impact profit potential but leads to higher sustainable product availability. Our findings provide evidence that managers likely use simple demographic heuristics to make product stocking decisions (supported by a separate survey of retailers) that do not necessarily reflect preferences for sustainable products and their profitability.
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