Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still underexplored. Combining personal and environmental benefits, called double benefit theory, is promoted as an effective green marketing strategy but so far not supported by quantitative research as being effective to reach mainstream consumers. We studied the effect of advertisement elements (layout color, benefit type, and heritage) on the products' perceived sustainability, quality and fashion image, and buying intentions of mainstream consumers. Two hundred adults participated in a study that was based on a 2 (red vs. green layout) × 2 (personal vs. environmental benefit) × 2 (local vs. global heritage) between-subjects factorial design of a sustainable shoe advertisement. The impact of these independent variables on product image as well as on buying intention was analyzed by means of three-way ANOVAs. In line with the double benefit theory, combining a personal benefit with a green layout led to the highest buying intention. Moreover, a mediation analysis revealed the effect OPEN ACCESSSustainability 2015, 7 8421 of emphasizing a personal benefit on buying intention was mediated by fashion image but not by sustainability. Sustainability, however, did have a positive effect on buying intentions independent of benefit type.

Although most people claim to prefer a more sustainable product, only a limited number of 'green buyers' act on their words at the moment of purchase. To find out how to get mainstream buyers to buy more sustainable products, we used data on 950 Western European buyers of 32 different vacuum cleaner models. The issue was why three out of four consumers bought a less sustainable high input power model when an energy-efficient model with equal specifications was also on offer at the same price. Only 6% of buyers bought their vacuum cleaner for environmental reasons. The remaining 94% of buyers stated that their purchase decision was mainly based on reliability, durability, key features, the brand and value for money, regardless of whether they bought an energy-efficient or-inefficient model. The 73% who bought energy-inefficient vacuum cleaners opted for heavier models (perceived as more robust) featuring bags for dust collection, and were more sensitive to messages addressing technological innovation. Beside energy-efficiency legislation, we see two options to encourage mainstream consumers to buy more energyefficient products: (1) link technical advancement in innovation to lower power ('we can create more suction with less energy') in product branding, and (2) seduce mainstream consumers with models that are redesigned for performance, robustness and durability. With this quantitative consumer research, we add both to the knowledge of buying behaviour in terms of sustainability as well as to the knowledge on how to redesign and market green products in mainstream markets.

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Although environmental awareness is increasing every year, and most people say they prefer to buy more sustainable products, many still do not act on their promise at the cash counter. Sustainable products are often still perceived to have lower quality or reduced performance. Recommendations of sustainable buyers might reduce this perceived risk of sustainability. In this research, the Net-Promotor-Scores (NPS) and the underlying reasons for such recommendations of 888 vacuum cleaner buyers were analyzed. The buyers of energy-efficient vacuum cleaners were found to be significantly less positive about their purchase. A difference in scores is, however, not caused by the difference in the energy efficiency of the products, but by differences in other drivers to recommend a product, such as perceived cleaning performance, ease of use and value for money. Additionally, higher suction power and increased weight positively mediated NPS ratings, irrespective of energy efficiency. Focusing design and communication on these aspects rather than on energy efficiency alone can be used to reduce the perceived green risk and increase trust in sustainable products. In this way, recommendations of buyers of energy-efficient appliances can be an effective additional tool in increasing sustainable consumption.