Baby boomers are the only generation with a general unwillingness to pay more for sustainable products. 58 percent of Baby Boomers are unwilling to pay extra, compared to less than half of respondents in every other generation. Members of Generation Z are the most willing to pay for sustainable items, with an overwhelming response of 73 percent. Millennials also have a high percentage of respondents willing to pay more.
Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019
Original Survey Question: "Are you willing to pay more for sustainable products?"
Silent Generation (1928-1945)
Baby Boomers (1946-1964)
Generation X (1965-1979)
Millennials (1980-1994)
Generation Z (1995-2012)
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First Insight. (January 14, 2020). Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/
First Insight. "Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019." Chart. January 14, 2020. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/
First Insight. (2020). Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/
First Insight. "Willingness of Different Generations to Pay More for Sustainable Products in The U.S. as of December 2019." Statista, Statista Inc., 14 Jan 2020, https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/
First Insight, Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019 Statista, https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/ (last visited December 22, 2024)
Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019 [Graph], First Insight, January 14, 2020. [Online]. Available: https://www.statista.com/statistics/1278163/willingness-to-pay-more-for-sustainable-products-in-the-us/
