25 June 2024
Consumers Willing To Pay More For Sustainability
CHICAGO—
pay up to an additional 5%, and 25% said they would pay an additional 10% or more.
 25% said they would pay an additional 10% or more.
 Generation Z and Millennial consumers are more likely to pay a premium for products that are legitimately sustainable in some way, from materials to packaging to delivery. The  Consumer Sustainability Survey from Blue Yonder, confirms that sustainability remains a priority for all consumers.
 
However, younger shoppers are more definitive and consistent in their choices, with 85% of Gen Z and 84% of Millennials reporting that sustainability considerations are important to them. 78% of U.S.-based poll respondents said that sustainability concerns are very or somewhat important to them when choosing to buy a product or shop at a retailer. And 70% of consumers said they have shopped at a retailer promoting their products as sustainable at least once in the past six months. Almost half (47%) reported that their interest in shopping sustainably increased in the last year, and 40% said they would pay up to an additional 5%, and 25% said they would pay an additional 10% or more. 
 
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