Sustainability at the Point of Purchase: How Consumers Use Retailer Platforms to Shop Sustainably
In a world where sustainability claims face increasing scrutiny, consumers aren’t just turning to brands for guidance; they’re turning to retailers. From product filters and certification badges to curated “eco” collections, retail platforms now play a central role in how shoppers discover, trust, and choose sustainable products.
One of the clearest examples is Amazon’s Climate Pledge Friendly (CPF) program, where GreenCircle Certified is proud to be recognized as a reputable third-party certification body.
Consumers Are Looking for Verified Sustainability at Point of Purchase
Sustainability is no longer a nice-to-have; it’s a decision driver.
Most consumers do not review ESG reports or analyze life cycle assessment data before making a purchase. Instead, they are shopping online, skimming product pages, and relying on clear, trusted sustainability signals to guide their decisions in seconds.
That’s why platforms like Amazon are stepping up to connect the dots.
Through its Climate Pledge Friendly initiative, Amazon helps shoppers quickly identify products with recognized sustainability certifications. Consumers can filter search results by CPF status, view sustainability attributes directly on product detail pages, and browse curated climate-friendly storefronts without changing their shopping behavior.
And it’s working.
Products in the Climate Pledge Friendly program see a +12% average sales lift and a +10% increase in glance views within their first year of joining, according to a research study from the University of Maryland and Amazon.
GreenCircle + Amazon: Making Certification Work at Retail Scale
GreenCircle Certified is proud to be a part of the Climate Pledge Friendly program. We have three certifications recognized in the program:
For manufacturers, suppliers, and brand owners, Climate Pledge Friendly provides a clear pathway to:
✔ Translate verified sustainability efforts into retail visibility
✔ Stand out in increasingly competitive online categories
✔ Link certified environmental performance to informed consumer purchasing decisions
GreenCircle’s role in retailer programs, like CPF, ensures that sustainability claims are rigorously verified and defensible, aligning with both consumer expectations and regulatory pressure to eliminate unsubstantiated environmental claims (greenwashing).
Sustainability Is Now a Search Filter
Consumers are not just buying products; they are searching with intent.
Research continues to confirm that sustainability is embedded in how people shop online:
A Forrester study found that 57% of U.S. online adults often use filters on retailer or brand sites to refine their search results, including by values like sustainability.
In Amazon’s UK research, 63% of shoppers said they want retailers to help identify more sustainable products through visible badges and filters.
A peer-reviewed academic analysis published in 2025 by SSRN confirms that CPF products see +10% increase in glance views within the first year of joining the program.
Why This Matters Today
As sustainability expectations continue to rise in 2026, brands can no longer rely on sustainability claims living only in reports, packaging, or marketing copy.
By working with platforms like Amazon and programs like Climate Pledge Friendly, GreenCircle Certified helps bring verified sustainability credentials directly into the places consumers are already shopping, where purchase decisions happen quickly.
The result is simple but powerful:
Verified claims are no longer buried in fine print; they are front-and-center in consumer decision-making.
Interested in getting your certified products featured in Amazon’s Climate Pledge Friendly program?
GreenCircle’s team of experts can guide manufacturers and brand owners through:
Identifying eligible environmental claims
Completing third-party verification
Supporting eligibility for consideration under Amazon’s Climate Pledge Friendly program.
If you are ready to bring your verified sustainability efforts to the point of purchase, where consumers are actively looking for them, we are ready to support you.
This article was originally published on July 15, 2025, and has been updated to reflect current information and industry developments.
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Founded in 2009, GreenCircle Certified is an independent, ANAB-accredited certification body that works with manufacturers and brands to turn environmental commitments into verified, market-trusted facts.