For years it has been thought that consumers intuitively believed that sustainable and environmentally friendly products had a lower performance than the same products made in a traditional way. The phenomenon has been studied with detergents, with mouthwashes and with products qualified by an independent environmental certifier and has been described under the concept of ‘the sustainability mortgage’ (‘sustainability liability’). One of the papers that early identified this double standard in the use of green products was published in September 2012 by academics from Dong Wa universities in Taiwan and Central Michigan. Numerous theories have tried to explain the phenomenon. One of them is that of “compensatory inferences” that … See more .