The article explores the concept of "sustainability liability," where the ethical attributes of a product may negatively affect consumer preferences, especially when strength-related attributes are valued. The authors argue that sustainability is not always a positive factor for consumers, as it can be associated with gentleness-related attributes, which may conflict with strength-related attributes that are more valued in certain product categories. This conflict can lead to a preference for less sustainable products, even if consumers care about ethical issues. The study also suggests that providing explicit information about product strength can mitigate this negative effect. The research is based on the idea that ethical attributes are linked to moral principles and can influence perceptions of other product attributes. While some studies suggest that ethicality is a positive benefit for consumers, others indicate that it may not always translate into preference. The authors propose that the impact of sustainability on product preference depends on the type of benefit consumers value in a given product category. When gentleness-related attributes are valued, sustainability enhances preference, but when strength-related attributes are valued, sustainability may be seen as a liability. The study uses implicit association tests and product preference experiments to demonstrate these effects. In one experiment, participants were asked to rate their preference between sustainable and less sustainable brands of baby shampoo and car shampoo. The results showed that sustainability enhanced preference for baby shampoo but not for car shampoo, suggesting that the value of gentleness-related attributes influences preference. In another experiment, participants were asked to rate their preference between sustainable and less sustainable brands of laundry detergent. The results indicated that when strength-related attributes were valued, sustainability was less of a liability, and participants preferred less sustainable products. The authors conclude that providing explicit information about product strength can help mitigate the sustainability liability. This finding has important implications for marketers, as it suggests that strategies to highlight product strength can enhance the appeal of sustainable products. The study also highlights the importance of understanding the specific benefits that consumers value in different product categories to effectively communicate the value of sustainability.The article explores the concept of "sustainability liability," where the ethical attributes of a product may negatively affect consumer preferences, especially when strength-related attributes are valued. The authors argue that sustainability is not always a positive factor for consumers, as it can be associated with gentleness-related attributes, which may conflict with strength-related attributes that are more valued in certain product categories. This conflict can lead to a preference for less sustainable products, even if consumers care about ethical issues. The study also suggests that providing explicit information about product strength can mitigate this negative effect. The research is based on the idea that ethical attributes are linked to moral principles and can influence perceptions of other product attributes. While some studies suggest that ethicality is a positive benefit for consumers, others indicate that it may not always translate into preference. The authors propose that the impact of sustainability on product preference depends on the type of benefit consumers value in a given product category. When gentleness-related attributes are valued, sustainability enhances preference, but when strength-related attributes are valued, sustainability may be seen as a liability. The study uses implicit association tests and product preference experiments to demonstrate these effects. In one experiment, participants were asked to rate their preference between sustainable and less sustainable brands of baby shampoo and car shampoo. The results showed that sustainability enhanced preference for baby shampoo but not for car shampoo, suggesting that the value of gentleness-related attributes influences preference. In another experiment, participants were asked to rate their preference between sustainable and less sustainable brands of laundry detergent. The results indicated that when strength-related attributes were valued, sustainability was less of a liability, and participants preferred less sustainable products. The authors conclude that providing explicit information about product strength can help mitigate the sustainability liability. This finding has important implications for marketers, as it suggests that strategies to highlight product strength can enhance the appeal of sustainable products. The study also highlights the importance of understanding the specific benefits that consumers value in different product categories to effectively communicate the value of sustainability.