US consumers emphasise sustainability in shopping choices: Survey

The findings indicate a strong consumer preference for retailers and products that boast sustainability, with 70 per cent of participants shopping at such retailers in the last six months. This figure remains consistent with the percentages from 2022 and 2023, showing steady consumer interest in sustainable shopping. Furthermore, nearly half of the respondents have seen their interest in shopping sustainably increase over the past year, with 40 per cent willing to pay up to 5 per cent more for sustainable products, and 25 per cent ready to pay an additional 10 per cent or more.

In terms of shipping, 83 per cent of consumers are open to delaying deliveries for incentives, highlighting a preference for greener shipping options. This willingness varies by generation, with Millennials and Gen Z showing the greatest flexibility towards delivery times and the highest concern for sustainability. However, only a minority, 23 per cent, would accept a delay of a week or more, as per a survey.

Sustainability considerations extend beyond just the purchase of products to include the delivery process itself, with 59 per cent of consumers favouring online shopping that utilises electric trucking for deliveries. Despite this enthusiasm, there's a notable scepticism towards brands' sustainability claims. Nearly half of the survey participants are only sometimes convinced by these claims, while 35 per cent express distrust, requiring additional research or viewing such claims as misaligned with brand actions.

“We’re encouraged to see that the majority of consumers take sustainability into account when making purchasing decisions,” said Saskia van Gendt, chief sustainability officer, Blue Yonder. “It’s especially promising that so many respondents are willing to spend more for sustainable products, given that price concerns, exacerbated by the ongoing challenge of inflation, have marked conversations around consumer behaviour over the last year. Their willingness to spend more should send a clear message to brands and retailers that investing in sustainable solutions and practices is worthwhile, not only for the planet but also for maintaining consumer loyalty and trust.”

Fibre2Fashion News Desk (DP)