What consumers care about when it comes to sustainability
Sustainable Consumer 2023
Durability and repairability are the top two considerations when making a purchase.
- When considering a purchase most consumers value durability (58%), followed by repairability (39%) and biodiversity (37%) over recyclability or biodegradability
One in ten consumers will make a purchase decision based on carbon footprint data availability.
- 16% believe measurable carbon footprint data is a core part of what makes a product or service sustainable.
- 11% will make a purchase decision based on carbon footprint data availability.
The ability to produce sustainable packaging and products is the sustainability practice consumers value the most.
- Consumer interest in sustainable and ethical values is highest for the more frequently-purchased and essential categories.
- Sustainable packaging scores high for grocery products, while reducing waste and a product’s carbon footprint are valued more when buying major household appliances.
- Consumers also pay attention to ethical working practices and human rights issues when they shop for clothes and footwear, or when eating out.
One in four consumers are prepared to pay more for sustainability.
- One in four consumers (26%) are prepared to pay more to protect biodiversity or for sustainable products and packaging (24%), or for products or services of suppliers that respect human rights or commit to ethical working practices (25%).
What is 'sustainable'?
When consumers are asked what makes a product sustainable, the most common answer is that it is biodegradable or made from recycled material, followed by being responsibly sourced, having minimal packaging, carbon neutrality and supporting biodiversity.
However, when considering a purchase, consumers are more likely to value durability and repairability over recyclability or biodegradability. Compared with 2022, more consumers are taking into consideration durability and repairability, and whether products are labelled as responsibly sourced or manufactured, or support biodiversity, when making a purchase.
One interesting emerging trend is consumers’ interest in real-time carbon footprint data. According to our research, one in six consumers (16%) believe measurable carbon footprint data is a core part of what makes a product or service sustainable, and 11% will make a purchase decision based on carbon footprint data availability. More transparency around the carbon footprint of products and services is one way to address consumers’ need for more information (see section on what consumers need) and could lead to a better understanding of the direct climate impact of consumption choices.
What makes a product or a service sustainable and whether sustainability is considered when making a purchase
Which, if any, of the following do you think makes a product or service ‘sustainable’? And how important, if at all, are each of the following when you are considering purchasing a product or service?
Top sustainable practices
Consumers’ top five most important environmentally sustainable or ethical practices:
- Producing sustainable packaging and products
- Reducing waste in manufacturing processes
- Committing to ethical working practices
- Respect for human rights
- Protecting and supporting biodiversity.
Frequently-purchased and essential purchases, such as groceries and personal care products, stimulate consumer interest in sustainable and ethical values the most. Discretionary purchases, such as alcohol and tobacco, hospitality and entertainment, and major purchases like cars, generate less interest. Financial services are also less likely to attract interest when it comes to considering sustainable or ethical values.
For consumers, sustainable packaging scores high for grocery products, while reducing waste and a product’s carbon footprint are valued more when buying major household appliances. Consumers also pay attention to ethical working practices and human rights issues when they shop for clothes and footwear, or when eating out.
The importance of environmentally sustainable and ethical values, by products and services
Which, if any, of the following environmentally sustainable or ethical practices do you value for each of the following types of goods or services?
Paying the price
One in four consumers are prepared to pay more for brands that commit to environmentally sustainable and ethical practices, including paying more to protect biodiversity or for sustainable products and packaging, or for products or services of suppliers that respect human rights or commit to ethical working practices.
However, more needs to be done to convince the one half of consumers who are either not willing to pay more for sustainability or are unsure whether they would. Those consumers might hold the view that sustainability should be built in as standard and not be a choice. However, sharing better information around the impact that different consumption choices have on the environment will be needed to support a change in consumer behaviour, including encouraging more consumers to opt for the more sustainable options even if they carry a premium.
Whether consumers are prepared to pay more for sustainable products or services
Would you be prepared to pay more for goods and services to ensure the brands that create them commit to any of the following environmentally sustainable or ethical practices?
Explore the research findings
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