In 2022, the vast majority of consumers across the globe saw their purchasing behavior become at least a little more environmentally friendly compared to five years earlier. Specifically, over a third of surveyed shoppers noticed a modest change, while nearly 30 percent said they bought sustainable products significantly more often. Nearly one in 10 respondents even claimed they had turned around their way of life in order to be environmentally sustainable.
Sustainability premiums
As the fight against climate change becomes increasingly important, people around the world have become more willing to pay more for sustainability: in 2022, the average sustainability premium consumers around the world considered acceptable for consumer goods came to roughly 24 percent. In other words, shoppers worldwide were willing to pay up to an average of 24 percent more for sustainably produced consumer goods. Unsurprisingly, those with a higher income were willing to spend more than those with average or lower incomes.
Sustainability initiatives of brands
Many companies and brands are aware of the ongoing trend towards protecting the environment and are taking steps to promote sustainability. Allowing shoppers to easily recycle their products, as well as measuring and tracking their own emissions, are just some examples of initiatives a considerable share of brands had taken in the past couple of years.
Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022
Characteristic
Share of respondents
I am buying less environmentally sustainable products
1%
No change
10%
Minor change
18%
Modest change
36%
Significant change
27%
I have turned my way of living around to be sustainable
Global set of consumers from 19 countries.
This question was phrased by the source as follows:
"To what degree have your purchasing behavior and choices shifted towards buying more environmentally sustainable products over the past 5 years?"
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Simon-Kucher & Partners. (September 30, 2022). Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022 [Graph]. In Statista. Retrieved October 31, 2024, from https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/
Simon-Kucher & Partners. "Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022." Chart. September 30, 2022. Statista. Accessed October 31, 2024. https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/
Simon-Kucher & Partners. (2022). Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022. Statista. Statista Inc.. Accessed: October 31, 2024. https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/
Simon-Kucher & Partners. "Degree to Which Consumers' Purchasing Behavior and Choices Shifted towards Buying More Sustainable Products over The past Five Years Worldwide in 2022." Statista, Statista Inc., 30 Sep 2022, https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/
Simon-Kucher & Partners, Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022 Statista, https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/ (last visited October 31, 2024)
Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022 [Graph], Simon-Kucher & Partners, September 30, 2022. [Online]. Available: https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/