Willingness to pay for eco-friendly items Germany

In 2024, around 21.91 million people in the German-speaking population, aged 14 and over, stated that they would be willing to pay a higher price for environmentally friendly products. The figure decreased compared to the previous year.

The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Number of people in Germany who are willing to pay more for environmentally friendly products from 2019 to 2024 (in millions)

Characteristic	Number of people in millions
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Release date

June 2024

More information

Region

Germany

Survey time period

2019 to 2024

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on the population:

Base: German-speaking population aged 14 years and older in private households with main place of residence in the Federal Republic of Germany.

Information on the total sample:

2019: 23,318 respondents, representing 70.60 million people.

2020: 23,191 respondents, representing 70.64 million people.

2021: 22,563 respondents, representing 70.54 million people.

2022: 23,015 respondents, representing 70.60 million people.

2023: 23,524 respondents, representing 70.08 million people.

2024: 23,485 respondents, extrapolation to 70.48 million people

Further information on methodology available here.

This question was asked during the survey in the following wording: "There are various properties here. Please look through them and tell me the ones where you would say: That suits me, that applies to me. - I am prepared to pay more for environmentally friendly products."

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