When it comes to selling sustainable products, research (see below) suggests that the rules are the same as for other goods: pick one message - the one that resonates most with consumers.  

Our experience bears this, too.  

A large, value-based retailer asked us to promote its impressive commitments to the environment.  Message-testing showed that eco-friendly data points worked, but only when presented as part of a larger focus on consumer value, which consumers strongly associated with the brand.