69% US consumers willing to pay more for sustainable products according to a survey

sustainable clothing products

As per a recent survey conducted by Blue Yonder, a digital supply chain company, eco-conscious practices continue to be a priority for consumers in the United States. The findings reveal that a noteworthy 69% of participants indicated a willingness to pay a premium for sustainable products, albeit only 4% were amenable to paying a 20% higher price. Additionally, 48% of the respondents reported an amplified interest in sustainability in the preceding year.

Blue Yonder also revealed that consumers are willing to make personal sacrifices to engage in eco-friendly shopping, such as paying more and opting for delayed shipping. Participants cited a willingness to pay 5% more for sustainable products as the most popular choice. Price remained the most critical factor in determining whether to make a sustainable purchase, with 58% of respondents expressing concern about inflation. Respondents were most willing to pay a premium for eco-friendly products that would impact their day-to-day lives, such as apparel, which was identified by 30% of participants.

Despite the surge in e-commerce, consumers demonstrated a willingness to choose eco-conscious shipping options, with 78% willing to wait for up to a week for delayed delivery. An overwhelming 86% of participants were prepared to delay their online shipping, provided they received an incentive. Among this group, 30% indicated a willingness to wait for one week or more, up from 28% in 2022, with the 18-29 demographic leading the trend.

Consumer reviews were identified as carrying the most weight in green purchasing decisions by a plurality of survey respondents. However, consumer reviews were deemed less important among all age groups, with traditionalist shoppers rating the sustainability of a product based on the use of recycled materials as the most critical factor.

Apparel was identified as one of the top three categories of consumer goods that could be purchased second-hand, and thrifting second-hand clothes was the most popular eco-conscious habit among nearly one-third (31%) of respondents. The use of reusable bags was also a prevalent eco-friendly practice, with 24% of participants indicating that it was their most frequent habit, the same percentage as in 2022.

Ed Wong, Senior Vice President and Global Retail Sector Leader at Blue Yonder, expressed his pleasure that consumers continue to prioritize eco-conscious behaviors, with nearly three-quarters (74%) of respondents reporting shopping at retailers with sustainable products in the last six months. Wong further emphasized the importance of a symbiotic relationship between brands and consumers to drive successful, environmentally friendly shopping, and he expressed his encouragement that so many respondents were willing to consider sustainable products and companies for resale and new product sales.