In an era marked by heightened environmental consciousness, the choices consumers make when purchasing products carry significant implications for the planet. While sustainable alternatives continue to emerge, a lingering question remains: to what extent do consumers believe sustainability is their responsibility, and do they take active steps to avoid environmentally harmful products?
A recent YouGov Surveys: Serviced poll reveals that more than two out five consumers globally (45%) believe prioritizing sustainability is the responsibility of companies and manufacturers, rather than their own.
Significantly outpacing the global average, more than half of consumers in the UAE (57%), India (53%) and Britain (52%) believe that the onus is on manufacturers to be sustainable.
Americans and Danes, on the other hand, seem to be more neutral. Nearly a third of both groups (31%) are on the fence as to whether it’s the responsibility of consumers or the companies they buy from.
However, whichever side of the debate consumers may support, there is a growing understanding that consumer choices hold significant weight in shaping a sustainable future. But do shoppers feel adequately equipped to make informed purchase decisions?
More than two-fifths of global consumers (44%) believe they cannot make an informed decision about a product’s sustainability. Nearly half of consumers in the UAE (48%) and Denmark (47%) feel the same way and say they don’t know enough about sustainability standards to make such decisions.
On the other hand, more than one in four Americans disagree (26%), hinting at higher consumer awareness or simply a greater sense of self-confidence in their knowledge.
Evidently, this gap in information can be a hindrance to consumers trying to make environmentally responsible choices.
Despite this however, two out five global consumers (41%) say they no longer knowingly purchase goods or services that harm the environment, leaving one in five (20%) who do.
While consumers in India (59%) and the UAE (54%) seem to be the most committed to reduce the detrimental effects of their purchases, this proportion falls significantly across other key markets.
Only slightly more than a quarter of Americans and Danes (26%) feel the same way, influenced, possibly, by factors such as convenience, affordability or the absence of easily accessible sustainable alternatives.
Explore our living data – for free
Discover more retail content here
Want to run your own research? Run a survey now
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 512 and 2,007 for each market. All surveys were conducted online in March 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.