En nylig undersøgelse, foretaget af konsulenthuset Bain & Company, konkluderer, at forbrugere i gennemsnit er villige til at betale 12% mere for bæredygtige produkter. Imidlertid viser undersøgelsen også, at bæredygtige produkter i gennemsnit koster 28% mere end de konventionelle alternativer.
Undersøgelsen er baseret på svar fra 23.000 forbrugere fra hele verden.
Ifølge undersøgelsen er der globalt set er en stigende bekymring for miljømæssig bæredygtighed. Eksempelvis svarer 61% af respondenter fra Europa, at de er meget eller ekstremt bekymrede for miljømæssige forhold.
Fra rapporten:
“Too many executive teams consider consumer behavior to be fixed and worry that people will not pay for sustainable offers. Our data shows this is at least partially wrong. The majority of global consumers recently surveyed by Bain expect to spend more on sustainable products in the next three years, and some consumers are already doing so. Bain’s 2023 Consumer Lab ESG Survey found consumers are willing to pay a premium of 12% on average for minimized environmental impact, and the most concerned consumers will pay significantly more depending on the product. This sentiment is growing, and, in our research, consumers report that direct exposure to climate events has caused concern to rise.”
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