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The laundry process is energy-intensive and an important target for reducing residential environmental impacts. Category life-cycle analysis (LCA) studies show the primary environmental impact is due to the energy consumed during the use phase, mainly for heating water. However, doing the laundry is a complex socio-technical system, where addressing sustainability requires not only technical levers but also an understanding of users’ habits, practices, and belief systems. This study investigates if and how consumers change their laundry habits and product satisfaction when using a technically lower-performing eco-brand detergent compared to a heavy duty high-performance detergent. These represent two distinct sustainable innovation strategies within the detergent industry, i) high-performance detergents formulated to provide excellent cleaning performance at lower wash temperatures and ii) eco-brand detergents optimized for a lower ingredient footprint but reducing cleaning performance. It is hypothesized that consumers may compensate in ways detrimental to the overall sustainability of the laundry lifecycle. The results showed significantly lower consumer satisfaction with the eco-brand performance which led to compensatory behavior including increased detergent dosing and higher wash temperatures. This study confirms the importance of detergent cleaning performance for sustainable consumer habit changes regarding lower wash temperatures.

The impact of detergent performance on sustainable consumer laundry behavior: a socio-technical challenge