We surveyed 1,200 consumers across the U.S., U.K. and Germany—the three Western economies with the largest carbon footprint—to understand their views and behavior with respect to sustainability.
As you dig into the report, you’ll see some surprising findings:
Fewer consumers are willing to pay extra for green products.
Only 20% of respondents would definitely pay extra for green products, and only 13% see sustainability as the deciding factor in product choice.
Amid record-breaking inflation, young consumers have the lowest level of extreme concern about the climate crisis.
Only 20% of 18-24-year-olds are extremely concerned about climate change and the need for greater sustainability and net zero emissions – the lowest proportion among all age groups.
Consumers say it’s hard to find reliable sustainability data.
Only 10% of respondents find it very easy to get sustainability data, and just 10% completely trust brand promises on climate change.
As indicated by the findings above, the limited availability of sustainability information is an issue for consumers. So are the costs associated with sustainable behavior, with 31% of consumers pinpointing the high cost of green products as the biggest barrier to sustainable behavior change.
There’s much more to learn about the consumer landscape, and you’ll find it in our report. Read it for valuable insights about consumers and their commitment to sustainable buying behavior.
Download the report.
