Offering goods and services for free can seem beneficial for organizations seeking to boost adoption and goodwill, but it often leads to significant long-term challenges. Consumers may come to view "free" as the standard price, making it difficult to implement future charges, while also risking overuse and unrealistic expectations that jeopardize sustainability.

Low-priced sustainable products are perceived as less sustainable, with research indicating a judgment reduction of up to 8.4% in sustainability ratings due to lower pricing. This highlights a potential bias against affordable eco-friendly options.