Google Merchant Center Sustainability Attributes — Setup Guide (2026)

What Are Sustainability Attributes?

Sustainability attributes are product feed fields introduced in Google Merchant Center in February 2026 that let merchants communicate environmental and ethical characteristics of their products. These include certifications (Energy Star, Fair Trade, GOTS), material composition (recycled content, organic materials), energy efficiency ratings, and recyclability information.

When populated, these attributes appear as badges and labels on your Shopping listings, helping environmentally conscious consumers identify sustainable products. Google displays this information in free listings, Shopping ads, and product knowledge panels.

While currently optional, Google has stated that sustainability data will become a ranking factor for Shopping ads and free listings by late 2026 or early 2027. Merchants who add these attributes now gain both a visibility advantage and early compliance with upcoming requirements.

Why Sustainability Attributes Matter for Google Merchant Center

Consumer demand for sustainable products is growing rapidly. Studies show that 73% of global consumers say they would change their consumption habits to reduce environmental impact, and 41% of Google Shopping searches now include sustainability-related terms like "eco-friendly," "organic," or "recycled."

Google is responding to this demand by making sustainability information more prominent across Shopping surfaces. Products with sustainability attributes receive:

• Visual badges in Shopping results that increase click-through rates
• Improved ranking in searches with sustainability-related intent
• Inclusion in dedicated sustainability filters that Google is rolling out across Shopping
• Enhanced product knowledge panels with detailed sustainability information

For merchants, this creates a competitive opportunity. Most stores have not yet added sustainability attributes — early adopters stand out. According to Google's internal data, products with sustainability badges see a 12-18% increase in click-through rates compared to identical listings without them.

This also connects to broader Google Merchant Center policy updates for 2026. As Google expands its sustainability program, merchants with complete sustainability data will be better positioned for future requirements.

Supported Sustainability Attributes

Google supports several categories of sustainability data in your product feed.

Certification Labels

The certification attribute lets you declare third-party certifications. Google currently recognizes 30+ certifications, including:

• Energy Star — Energy efficiency certification for electronics and appliances
• Fair Trade Certified — Ethical sourcing and fair labor practices
• GOTS (Global Organic Textile Standard) — Organic textiles certification
• OEKO-TEX Standard 100 — Tested for harmful substances in textiles
• FSC (Forest Stewardship Council) — Sustainably sourced wood and paper
• Cradle to Cradle — Circular economy product design
• Bluesign — Sustainable textile production
• USDA Organic — Organic product certification (US)
• EU Ecolabel — European environmental performance certification
• Rainforest Alliance — Sustainable agriculture certification

To add a certification, use the certification attribute with the certification authority and name:

certification: EC:EPREL:123456

For certifications not in the EU EPREL system, use the format:

certification_authority: Energy Star
certification_name: Energy Star Certified
certification_code: ES-12345

Material Composition

The product_detail attribute can communicate material sustainability:

product_detail: section_name=Sustainability, attribute_name=Recycled Content, attribute_value=80% recycled polyester

Google is developing a dedicated sustainability_material attribute expected in Q4 2026 that will provide structured material data rather than free-text.

Energy Efficiency

For products sold in the EU, the energy_efficiency_class attribute is already available and maps to EU energy labels (A+++ through G). This attribute is required for applicable product categories in the EU.

energy_efficiency_class: A++
min_energy_efficiency_class: G
max_energy_efficiency_class: A+++

Scan your store now to check whether your product feed is correctly configured for the attributes you already qualify for.

How to Add Sustainability Attributes to Your Feed

Shopify

In the Google & YouTube Shopify app:

1. Go to Settings > Product feed settings
2. Enable "Sustainability attributes" under optional fields
3. For individual products, add certification information in the metafields section
4. Use the custom metafield custom.sustainability_certification to store certification data
5. Map the metafield to the Google certification attribute in the feed settings

Alternatively, use a supplemental feed to add sustainability data without modifying your primary feed.

WooCommerce

In the Google Listings & Ads extension:

1. Go to Marketing > Google Listings & Ads > Attributes
2. Add the certification attribute mapping
3. Create a custom product field for certification data
4. Map the custom field to the Google attribute

Manual Feed (XML/CSV)

Add the certification columns directly to your feed file:

<g:certification>
  <g:certification_authority>EC</g:certification_authority>
  <g:certification_name>EU_ENERGY_EFFICIENCY</g:certification_name>
  <g:certification_code>EPREL:123456</g:certification_code>
</g:certification>

For CSV feeds, add columns: certification_authority, certification_name, certification_code.

Content API

Use the Content API for Shopping to programmatically add sustainability attributes:

{
  "certifications": [{
    "certificationAuthority": "Energy Star",
    "certificationName": "Energy Star Certified",
    "certificationCode": "ES-12345"
  }]
}

Common Issues and Fixes

• Certification not recognized — Google only accepts certifications from its approved list. Check the Google Merchant Center certification documentation for the current list. Custom or regional certifications not on the list cannot be submitted.
• Sustainability badge not appearing — Badges can take 1-2 weeks to appear after adding attributes. Ensure the certification code is valid and matches the certifying authority's records. Google may verify certifications with the issuing authority.
• Conflicting certification data — If your product page claims a certification but your feed does not include it (or vice versa), this creates an inconsistency that can affect trust signals. Ensure certification information is consistent between your website and feed.
• EU Energy label missing — For products sold in the EU that fall under energy labeling regulations, the energy_efficiency_class attribute is mandatory, not optional. Missing this attribute causes product disapproval in EU target countries.
• Incorrect certification codes — Double-check codes against the issuing authority. Typos in certification codes cause the attribute to be rejected silently — the product appears without the sustainability badge and no error is shown in diagnostics.

Best Practices

1. Start with certifications you already have. Do not create sustainability claims — only add attributes for certifications your products genuinely hold.
2. Display certifications on your product pages. Google's AI verification cross-references feed data against your website. If your feed claims a certification, show evidence on the product page.
3. Use supplemental feeds for bulk updates. If you have hundreds of products with certifications, a supplemental feed lets you add sustainability data without touching your primary feed.
4. Monitor the attribute roadmap. Google is expanding sustainability attributes throughout 2026 and 2027. New attributes for carbon footprint, packaging sustainability, and supply chain transparency are in development.
5. Keep certification codes current. Certifications expire. Set calendar reminders to update certification codes when renewals occur.

What Comes Next

Google's sustainability program is evolving. Expected developments include:

• Mandatory sustainability attributes for specific categories (starting with electronics and textiles)
• Carbon footprint labels showing estimated CO2 impact per product
• Packaging sustainability attributes for recyclable, compostable, or reduced packaging
• Supply chain transparency fields linking to sourcing information
• Sustainability ranking boost where products with verified sustainability data rank higher in Shopping results

Merchants who build sustainability data into their product management workflow now will be ready when these features launch. The trend is clear: Google is making sustainability a core part of the Shopping experience, not an afterthought.

Scan your store now to ensure your product data meets all current Google Merchant Center requirements.