Scandinavian consumers in this survey provided insights into their awareness of carbon footprints, attitudes towards sustainability, and openness to purchasing refurbished tech. The findings reveal low levels of awareness, with nearly two-thirds admitting they have no idea about their own carbon footprint. Furthermore, the majority do not consider their environmental impact when making purchases.

While younger respondents demonstrate a greater interest in sustainability and refurbished tech devices, the predominant choice across all demographics remains buying and using new equipment.

The discussion around carbon footprints and sustainability has been prominent in the media, politics, and boardrooms for quite some time. Yet, awareness among Scandinavian consumers remains low. Few Scandinavians have a clear understanding of their personal contributions, with 64% admitting they have "no idea" about their own carbon footprint. 

Figure 1. Sustainability awareness
To what extent do you agree or disagree with the following statements?

^{Base: All adults 16-75. Base size: 2024 (n=4,200).}

In Scandinavia, awareness of personal carbon footprints remains limited. In Norway, 69% of respondents admit they are unaware of their own carbon footprint, and social conversations around emissions are rare, with only 14% regularly discussing the topic with family and friends. However, 51% of respondents disagreed with the statement, “There is no point in reducing carbon emissions because it won’t make a difference.” This suggests that, despite limited awareness of personal carbon footprints and minimal social discussions on emissions, a significant portion of people still believe that individual actions can make a difference.

This trend in Scandinavia reflects a broader European pattern. In the UK, 66% lack knowledge of their carbon footprint, while in the Netherlands the figure is 60%. Italy, where 54% of respondents are unaware of their carbon footprint, shows slightly better awareness, but social discussions on emissions remain uncommon. Across Europe, 17–24% of respondents question the impact of individual actions, possibly influenced by a climate skepticism movement that downplays personal responsibility.

Figure 2. Sustainability awareness: Country
To what extent do you agree or disagree with the following statements?

^{Base: All adults 18-75. Base size: Norway, (n=999) Sweden, (n=2,000) Denmark, (n=1,000) United Kingdom, (n=3,095) Italy, (n=2,000) Belgium, (n=2,000) The Netherlands, (n=2,000).}

Environmental shopping: Carbon footprint more important to the young

Overall, 43% of Scandinavian consumers state that they do not consider a company’s carbon footprint when making purchasing decisions, highlighting a disconnect between environmental awareness and consumer behavior. In fact, only around 20% actively take sustainability into account when deciding where to shop.

Figure 3. Carbon footprint awareness
To what extent do you agree or disagree with the following statements? – I consider the carbon footprint of a company when making purchasing decisions

^{Base: All adults 16-75. Base size: 2024 (n=4,200).}

Sustainability plays a more significant role in purchasing decisions for younger Scandinavian consumers. Among 16–24-year-olds, 32% consider a company's environmental impact when making a purchase. However, this level of consideration steadily declines as age increase.

Figure 4. Carbon footprint awareness: Age
To what extent do you agree or disagree with the following statements? – I consider the carbon footprint of a company when making purchasing decision

^{Base: All adults 16-75. Base size: 16-24 (n=608) 25-34 (n=789) 35-44 (n=713) 45-54 (n=758) 55-64 (n=687) 65-75 (n=645).}

Across Scandinavia, attitudes are similar: 25% of Swedes and 24% of Danes take carbon impact into account, while Norway lags slightly behind at 20%.

Figure 5. Sustainability awareness: Country
To what extent do you agree or disagree with the following statements? – I consider the carbon footprint of a company when making purchasing decision

^{Base: All adults 16-75. Base size: Norway (n=1,0509 Sweden (n=2,003) Denmark (n=1,147).}

Scandinavians might buy used phones, but prefer new tech

Phones are the most likely device to be purchased refurbished, with 14% of respondents open to the idea. Laptops (10%) and smart TVs (9%) also show some appeal as second-hand options, though they are less popular than phones. However, overall, the intention to purchase used or refurbished devices remains secondary.

Figure 6. Consumer preferences when buying used/refurbished
Which, if any, of the following devices do you intend to purchase used/refurbished in the next 12 months?

^{Base: All adults 16-75. Base size: 2024 (n=4,200).}

Interest in refurbished devices declines steadily with age. Among those aged 55–64, only 9% express interest in refurbished smartphones, dropping to just 5% for individuals aged 65 and older. A similar trend is observed for laptops and smart TVs, with demand decreasing consistently across older age groups.

Figure 7. Consumer preferences when buying used/refurbished: Age
Which, if any, of the following devices do you intend to purchase used/refurbished in the next 12 months?

^{Base: All adults 16-75. Base size: 16-24 (n=290) 25-34 (n=381) 35-44 (n=364) 45-54 (n=379) 55-64 (n=339) 65-75 (n=342).}

Men more interested in buying refurbished

Men display a greater willingness to purchase refurbished devices compared to women. Among men, 37% express interest in refurbished smartphones, laptops, or TVs, compared to 28% of women. Smartphones are the most popular refurbished item among men, followed by laptops and then smart TVs. While these findings highlight a significant gender difference, overall interest in refurbished devices remains low across both groups, indicating that buying new continues to be the dominant preference.

Figure 8. Consumer preferences when buying used/refurbished: Gender
Which, if any, of the following devices do you intend to purchase used/refurbished in the next 12 months? (Figure shows respondents who chose smartphone, laptop and smart tv)

^{Base: All adults 16-75. Base size: Men (n=1,063) Women (n=1,023).}

Smartphones are the most commonly purchased pre-owned devices, particularly in Denmark. However, the vast majority of consumers still prefer to buy new phones. A similar trend is observed with other devices such as laptops and tablets, with Denmark showing the highest acceptance of pre-owned tech.

Consumers appear to be selective about which types of devices they feel comfortable buying second-hand. Pre-owned devices such as smartphones and laptops may offer greater savings compared to others, making them more appealing.

Figure 9. Consumer preferences when buying used/refurbished: Currently owned devices
Which, if any, of the following devices that you currently use were previously owned by someone else?

^{Base: All adults 16-75. Base size: Norway (n=1,0509 Sweden (n=2,003) Denmark (n=1,147).}