For the second consecutive year, the Global Sustainability Study has been carried out. In this study, sustainability is analyzed as a reason for purchase, that is, what weight sustainability has in our decisions when choosing a product.
The report that has been made by the consultant Simon-Kucher & Partners which has had the purchase information of 11.700 people from a total of 19 countries. The study, which analyzes sustainability in the purchase of products and services, indicates that two out of three consumers indicate this reason as one of the five purchase attributes. This marks a value 16% higher than the study of the previous year and clearly marks a trend. In other words, this attribute has come to stay.
Increase the purchase of sustainable products
In all the countries analyzed, it is shown that 75% of consumers have changed, in some way, their purchasing habits towards sustainability. In addition, it can be seen that the detractors or neutral people with the sustainability of the previous report have decreased.
In the global it is appreciated that 89% of people have made a significant change in favor of sustainability in these last five years. The countries that have had the highest growth in this trend are Norway and the United States. In the case of Spain, we are above average and have improved by 2% compared to the previous year.
Although there is great awareness of sustainability, the study shows that only 32% of consumers admit that they are willing to pay more. Specifically in food products only 37% of consumers are willing to pay more.
Producers who have sustainability as their main way of working and products have been converging their prices. This leads the consumer to understand that this attribute must be present in the product itself.
The main reasons to buy sustainable products
It deserves special attention to know the reasons that lead the consumer to have this purchase reason. The first reason shown is the sense of responsibility by 64%. The second reason is fear of environmental damage with 48%. In third position, with 44%, is the desire to leave a better world for young people.
On the other hand, and as the main barriers to buying sustainable products, not having affordable products on the market stands out. Also the lack of availability in the markets as well as the lack of clarity and transparency that they are truly sustainable.
