A new research report published today by Capterra analyzing consumer motivations for purchasing sustainable products found that 53% of the 1,234 consumers surveyed are moderately to significantly influenced by a company’s sustainability actions while shopping. What’s more, in each of the product categories surveyed, 75-80% of consumers say that they’re willing to pay higher prices, ranging from a little more to significantly more, for sustainable products in comparison to unsustainable products.
Digging deeper into consumer sentiment on cost, this survey also found that over half (59%) of consumers agree or strongly agree that the price for sustainable products is reasonable. And, 67% of respondents have purchased a sustainable product in the past six months.
“Sustainable packaging and recyclability are consumers’ top concerns,” says Olivia Montgomery, senior analyst at Capterra. “Before making purchase decisions, consumers indicated that they check the product packaging (43% of consumers), product material (42%), ingredients (40%) and if the product is recyclable (35%).”
Beyond product packaging, product origin can be a factor in a company’s environmental footprint through shipping and distribution processes. However, the research indicates that product origin isn’t as important to consumers. Forty-four percent of consumers have no opinion or don’t care if a product is made in America, and 53% have no opinion or don’t care if a product is local.
Sustainability is more than just environmental impact. It also includes human and social impact, such as ethical worker treatment and fair wages. In light of recent labor issues, it’s no surprise that 65% of consumers believe that ethical treatment of workers is moderately to very important. But, only 9% check for this when making purchase decisions, likely because this intangible aspect of sustainability is harder to check for. Retailers who are dedicated to the ethical treatment of workers should share their commitment with customers through marketing campaigns or product packaging.
Read more about the factors influencing consumer decisions to purchase sustainable products in the full report here.
Methodology
Capterra conducted this survey in October 2021 of 1,234 U.S.-based consumers who are shopping/planning to shop for products for the 2021 holiday season. The goal of this survey is to understand consumers’ expectations and desires for products being made and shipped sustainably.
About Capterra
Capterra helps organizations around the world find the right software for their needs. Founded in 1999, Capterra’s global product footprint, verified user reviews backbone, independent research, and tailored comparison tools, provide more than five million in-market buyers with a confidence-building discovery experience every month. For more information, visit Capterra.com.
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