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:
Sustainable Energy Practices (Newest GreenCircle certification approved under Amazon CPF)
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.
Join the Conversation
LIVE Webinar | April 29 | 11 am ET: Sustainability at the Point of Purchase
Amazon’s Climate Pledge Friendly (CPF) program helps customers easily discover products that meet trusted sustainability standards. In this live webinar, Amazon, Procter & Gamble, and GreenCircle Certified will discuss how third-party certifications support CPF eligibility, enhance product visibility, and help brands communicate credible environmental progress at the point of purchase.
The session will feature GreenCircle’s Sustainable Energy Practices (SEP) certification, the newest GreenCircle certification approved under Amazon CPF. SEP verifies measurable energy efficiency improvements and documented transitions toward cleaner energy use at the manufacturing facility level, providing brands with a clear, operations-based pathway to CPF product participation. Register Today »
Key Takeaways:
How Amazon Climate Pledge Friendly helps customers identify more sustainable products
An overview of GreenCircle’s new and existing certifications eligible for Amazon CPF, including Sustainable Energy Practices, Recycled Content, and Certified Energy Savings
Insights from CPF performance data
Best practices for leveraging third-party certifications within the CPF framework
Expert Insights from:
GreenCircle Certified: Sara Risley, Certification Officer
Sara brings over 15 years of experience in product certification and regulatory compliance. Before joining GreenCircle, she served as the Vice President of Certification at Green Seal, where she led the certification department for two years. Prior to that, she led NSF International's food product certification division, overseeing independent verification for food labels and packaging claims such as Organic and Non-GMO certifications. Additionally, she spent five years as the technical operations lead at NSF International, managing ANSI-accredited standards for commercial food equipment, food contact materials, and water filters.Sara holds a master's degree in Human Physiology from the University of Michigan and a Bachelor's degree in Biochemistry from Southeastern Louisiana University. She has also completed the High-Performance Leadership program in executive education at the Chicago Booth School of Business.
Amazon: Dan Cronin, Sustainability Certification Manager
Dan is an established sustainability leader with over 15 years of experience advancing environmental programs across both the public and private sectors. At Amazon, he supports initiatives that elevate credible sustainability standards and product recognition. Prior to Amazon, Dan spent nearly a decade with the U.S. Environmental Protection Agency as an ENERGY STAR Program Manager, where he led high-impact initiatives driving energy efficiency and measurable climate outcomes at scale.Procter & Gamble: Todd Cline, Senior Director Sustainability
Todd is a sustainability and innovation leader with over 25 years of experience in the fast-moving consumer goods industry. He has led sustainability strategies and programs for global, multi-billion-dollar brands as well as emerging startup ventures, driving both environmental progress and business growth. Todd brings deep expertise across product, packaging, consumer experience, and stakeholder partnerships, with experience spanning North America and Europe. His work covers a wide range of categories, including laundry, household cleaning, food and beverage, and OTC healthcare. Known as a strategic integrator and collaborator, Todd connects technical and commercial teams to translate sustainability into impactful, market-ready solutions.Procter & Gamble: Krista Monnin, NA Sustainability Director
Krista Monnin has over 30 years of experience in sales and innovation at Procter & Gamble. She has led cross-functional teams, built strong partnerships across customers and brands, and represented P&G on industry boards. Passionate about people development and sustainability, Krista is dedicated to mentoring others and educating future generations through teaching courses on sustainability and leadership.
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.