Anja Buerke examines how the purchase of sustainable products in the grocery retail sector can be promoted, as organic and Fair Trade foods still represent a market niche despite increasing sales of sustainable products. She looks at the determinants and effects of consumer confusion at the point of sale when purchasing sustainable products and demonstrates how the products themselves, as well as the design of the sales environment, can contribute to consumer confusion. Based on this, she derives concrete strategies for how manufacturers and retailers can reduce consumer confusion.