Are consumers ready to pay more for eco-friendly delivery?
June 12th, 2024, Janice Fernandes

Are consumers ready to pay more for eco-friendly delivery?

The demand for fast and convenient delivery has exploded in recent years, driven by the rise of e-commerce. But with this convenience comes a growing environmental impact.  To combat the carbon footprint of mass delivery, brands like Amazon are adding 10,000 Rivian electric vans to its delivery fleet.

But what about consumer willingness to open their wallets for eco-friendly deliveries? A recent YouGov survey, conducted a survey across 16 international markets, gauges consumer sentiment on sustainable delivery. The findings reveal a divided landscape with a significant portion of consumers hesitant to pay more for sustainable delivery options.

Polling data shows that 28% of respondents across all markets are willing to pay more for sustainable delivery. However, a larger portion, 51%, are not willing to pay extra for this service.

A closer look at individual markets reveals interesting variations. A higher share of consumers in Indonesia (52%), India (50%), and the UAE (46%) are willing to pay more for sustainable delivery compared to those who are unwilling. 

By contrast, consumers in developed markets are less inclined to do so. Less than a quarter of Britons (23%) are willing to pay more, with similar figures in Germany (22%) and France (20%). In the Nordic countries, Denmark and Sweden both show a 21% and 20% willingness, respectively.

Approximately a fifth of Canadians (20%) are willing to pay more, and Americans are the least likely among all surveyed markets, with only 17% expressing willingness.

Income plays a role in consumers' willingness to pay more for sustainable delivery. Those in higher income brackets (36%) are more likely to choose to pay more for sustainable deliveries compared to those in lower income groups (25%). However, it's important to note that even within higher income brackets, 47% of consumers are hesitant to pay a premium.

Age is another factor influencing consumers’ willingness to pay more for sustainable delivery. Younger consumers are generally more receptive to the idea of paying more for sustainable deliveries compared to their older counterparts (36% of 18-24-year-olds vs. 20% of 55+).

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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 16 markets with sample sizes varying between 500 and 2002 for each market. All surveys were conducted online in February 2024. 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.

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