Studies show: consumers are choosing sustainability

Recent years have brought a great many studies on the subject of sustainability – from quality seals and packaging to shopping behaviour and waste separation. Many studies, one result: consumer behaviour is changing more and more, and sustainability is in greater demand than ever. What consumers ask for above all is credible proof of environmentally sound products.
Customers are changing, increasingly looking for sustainable products, and they see it as the duty of manufacturers and retailers to back up their sustainability claims with credible information and verifiable certificates – because they do not trust advertising promises.

Here are the three studies in summary:

On trend: packaging made from recycled material

The circular economy is becoming ever more important. Separating waste correctly matters for the recycling process and helps conserve resources. Germans are aware of this. A new study on waste separation in Germany shows that they also want to play an active part. In practice, however, information is often still lacking – information that respondents are actively calling for. That recovery matters to Germans is shown above all by the fact that more than 80 per cent would choose a product whose packaging is made from 100 per cent recycled material when shopping. Read more…

Sustainability influences buying behaviour

“79 per cent of shoppers are rethinking their buying behaviour and place greater value on social responsibility, inclusivity and environmental friendliness.” A study conducted worldwide by Capgemini shows how sustainability influences consumers’ buying behaviour. It concludes that sustainability leads not only to closer customer loyalty but also to higher market revenue. That sustainability has to be credible and verifiable, however. Because a lack of information for checking sustainability claims breeds mistrust: half of those surveyed say they do not trust companies’ own sustainability claims. Read more…

Quality seals increase purchase likelihood and willingness to pay

The market research institute SPLENDID RESEARCH carried out a survey on the subject of quality seals. The results clearly show how such seals positively influence consumers’ buying behaviour. A large majority of respondents rate products with a quality seal as “better” than products without one. This is reflected in purchase decisions as well: a seal increases the likelihood of a purchase. Consumers are also willing to spend more on a certified product. Read more…

In summary: consumers are increasingly willing to switch to sustainable products and to change their buying behaviour. But above all they see it as the duty of manufacturers and retailers to present their claims more transparently, with credible information and verifiable certificates.