Who is responsible for ensuring that the products we buy are sustainable? And what happens when consumers are expected to navigate an increasingly complex landscape of environmental claims?
At Green Transitions Day 2026, researchers from Consumption Research Norway (SIFO) will present findings from two studies of green marketing conducted five years apart. The studies examine how sustainability is communicated in the marketing of clothing and cosmetics, and how consumers interpret and navigate these messages.
The title of our contribution, “Why can’t all products just be sustainable?”, comes from SIFO’s 2021 study, where consumers questioned why they should be responsible for navigating a complex landscape of sustainability information. Five years later, green marketing has become more subtle, with sustainability increasingly communicated through materials, labels and broader brand narratives. Yet challenges related to knowledge, trust and responsibility remain, raising questions about the role assigned to consumers in the green transition.
At Green Transitions Day, we will present findings from the two studies through an interactive exhibition combining a research poster with products featuring different environmental claims and labels. Visitors will be invited to explore the products and consider how they interpret and navigate sustainability information in practice.
See information about the event at OsloMet’s webpages: OsloMet Green Transitions Day 2026
Read the two SIFO reports by clicking on the links: