“Study Shows American Consumers Willing to Pay More for Eco-Responsible Products”

Ecology is still a top concern for American consumers, according to a study conducted by digital supply chain specialist Blue Yonder. 69% of people questioned said they were ready to pay more for eco-responsible products (4% would even agree to pay an additional 20%). In addition, 48% of respondents said that their interest in preserving the environment had increased over the past year.

According to the study, consumers would be willing to make personal sacrifices to make purchases that are more respectful of the planet: they say they are willing to pay more and give up express delivery.

In general, respondents could pay 5% more for eco-responsible products. Inflation still weighs on the budget of many households, and 58% of respondents identify the price as the most important obstacle to the purchase of an eco-responsible product, according to the Consumer Sustainability study conducted by Blue Yonder in 2023 .

Customers are generally more willing to pay extra for green products that have a strong impact on their daily lives. Clothing (30%) is one of the most cited categories.

E-commerce, which has been booming for several years, is sometimes singled out; but consumers are volunteering to choose less polluting delivery methods. 78% of respondents are willing to wait up to a week for delivery and 86% of respondents are willing to receive their package later in exchange for compensation. In this group, 30% would be willing to wait a week or more (compared to 28% in 2022). 18-29 year olds top the list.

When making green purchasing decisions, consumers rely primarily on the reviews left by their peers, according to a large proportion of those surveyed by Blue Yonder. But the opinions of other consumers do not have the same importance for all age groups: the most traditional buyers consider that an eco-responsible product must above all use recycled materials, adds the study.

Clothing is one of the three categories of consumer goods that customers do not hesitate to buy second-hand. Second-hand clothes are still on the rise: 31% of people questioned cite the purchase of second-hand clothes as the gesture of environmental protection they perform most often. Reusable bags come in second place, regularly used by 24% of shoppers, a figure equivalent to that of 2022.

“We are happy to see that consumers are more committed than ever to protecting the environment and want to adopt new habits that respect the planet. Almost three-quarters of them (74%) say they have purchased eco-responsible products in the past six months,” said Ed Wong, senior vice president and general manager of retail at Blue Yonder. “Clearly, a valued and eco-friendly shopping experience should be designed as a symbiosis between brands and consumers. We are really encouraged by the number of consumers who say they are ready to buy eco-responsible products, new or used.“