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Report: 37% of Consumers Willing to Pay More for Eco-Friendly Products

Of 1,000 U.S. consumers surveyed, 37% are seeking out and willing to pay more than 5% for environmentally-friendly products—a trend is expected to continue to grow.

Toluna 2019 Sustainability Report
A new report has been issued that highlights consumers’ desire to support brands that protect the environment.

Following on the heels of the recent U.N. Climate Action Summit and simultaneous Global Climate Strikes, a new report has been issued that highlights consumers’ desire to support brands that protect the environment. The research, from consumer intelligence platform provider Toluna, an ITWP company, confirmed that 37% of consumers are seeking out and willing to pay up to 5% more for environmentally-friendly products and are actively changing their shopping behavior to do so.

Says Toluna, at a time where consumer attention to the environment is heightened, and more than half of respondents of all ages declared that they are either “very” or “extremely” environmentally conscious, its “2019 Sustainability Report” found that respondents expect companies to do their part to help solve the climate crisis. Fifty-one percent of respondents said that companies creating more eco-friendly processes is more important to changing consumer behavior than government or local regulations. 

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