The New Shelf Awareness: How Consumers Use Retailer Platforms to Shop Sustainably
In a world where sustainability claims are increasingly under the microscope, 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 are becoming an essential tool in how shoppers discover, trust, and choose sustainable products.
One of the clearest examples? Amazon’s Climate Pledge Friendly (CPF) program, where GreenCircle Certified is proud to be a recognized as a reputable third-party certification body.
Consumers Are Looking for Verified Sustainability—at Checkout
Sustainability is no longer a nice-to-have; it’s a decision driver. Most consumers aren’t sifting through ESG reports or analyzing life cycle data—they need clear, credible information at a glance—they’re browsing online, skimming product pages, and looking for quick, trusted indicators that a product aligns with their values.
That’s why platforms like Amazon are stepping up to connect the dots.
Through its Climate Pledge Friendly initiative, Amazon highlights products certified for sustainability—helping shoppers quickly spot environmentally conscious choices. Shoppers can filter by CPF status, view sustainability attributes right on the product detail page, and browse curated climate-friendly storefronts—all while shopping as usual.
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 recent 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. Many of our certifications, such as Recycled Content, Certified Energy Savings, and Certified Environmental Facts, qualify products for inclusion.
For manufacturers, suppliers, and brand owners, this program is a way to:
✔ Translate verified sustainability efforts into retail visibility
✔ Stand out in crowded online categories
✔ Connect certified environmental performance with consumer action
Our role in CPF ensures that only rigorously verified claims are used to represent sustainability performance, something that aligns with both consumer expectations and regulatory pressure to eliminate greenwashing.
Sustainability Is Now a Search Filter
Consumers aren’t just buying products; they are searching with intent.
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
They are filtering for “sustainable.”
In Amazon’s UK survey, 63% of shoppers wanted retailers to help them identify more sustainable products via badges and filters
They are clicking when they see “Climate Pledge Friendly.”
A peer-reviewed SSRN paper confirms CPF products see +10% lift in glance views within the first year of joining the program.
Why this matters today
By working with platforms like Amazon and programs like Climate Pledge Friendly, GreenCircle helps brands bring certified sustainability credentials into the places consumers actually shop, where choices are made in seconds. The result? 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?
We are here to help. GreenCircle’s team can guide you through the process of verifying eligible claims and gaining Climate Pledge Friendly qualification.
Written by Sara Risley, Certification Officer, GreenCircle Certified
About Sara
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.
