69 per cent of US consumers prepared to pay more for sustainable products

According to a survey by the digital supply chain business Blue Yonder, consumers in the US continue to be interested in eco-conscious behaviours. According to the findings, an outstanding 69 per cent of respondents indicated that they would be willing to pay more for sustainable items, but only 4 per cent indicated that they would be willing to spend 20 per cent more. In addition, 48 per cent of respondents said that their interest in sustainability has grown during the previous 12 months.

The survey also revealed that consumers are prepared to forego some luxuries such as free priority shipping in exchange for more environmentally friendly purchases.

The most popular choice was a willingness to spend 5 per cent more for sustainable products. According to Blue Yonder’s 2023 Consumer Sustainability Survey, 58 per cent of customers said pricing was the most crucial consideration when deciding whether to make a sustainable purchase, therefore inflation is still on many consumers’ minds.

Clothing (30 per cent) was one of the most likely categories where consumers were most likely to spend more for environmentally friendly goods that would significantly improve their daily life.

Despite the recent growth of e-commerce, consumers are more than eager to choose environmentally friendly shipping options, with 78 per cent of consumers prepared to wait up to a week for a delayed delivery. 86 per cent of those surveyed said they would be open to delaying their online shipping if they were given a reward for doing so.

In this group, 30 per cent said they would wait for a week or longer, up from 28 per cent in 2022, with the 18 to 29 age group leading the way.

One of the top three categories of consumer products that could be bought used was clothing. Secondhand clothing shopping is still common, with almost one-third (31 per cent) of respondents citing it as their most frequent eco-friendly behaviour. Using reusable bags is still a common shopping practise, with 24 per cent of consumers choosing it as their most frequent eco-friendly behaviour, which is unchanged from 2022.