Europe’s large 4 prepared to pay extra for main purchases if sustainably produced

Throughout Europe’s 4 main markets of France, Germany, Italy and the UK, individuals’s deal with sustainability is once more on the up.

Much more importantly: in these nations, over two-thirds of people that say they’re meaning to make a sustainable main buy over the approaching 12 months, additionally say they are prepared to pay a better value for it.

This can be a profitable viewers for client tech & durables (T&D) producers and retailers, as we forecast that eco-active customers will be spending $700 billion globally on T&D by 2030.

Shopper deal with sustainability is growing as client sentiment stabilizes

As shoppers regulate to their new financial panorama, their need to take sustainability into consideration when making purchases is once more growing. 

In comparison with January this 12 months, the UK, Germany and France have all seen will increase in individuals’s sustainability index score, with the UK specifically leaping +20 factors. This makes the UK the strongest rising nation of the 4, by way of general Sustainability Index score.

Solely Italy noticed a lower, with shoppers nonetheless very a lot centered on the continued increased value of on a regular basis residing. 

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Willingness to pay extra

All 4 nations are seeing encouraging percentages for the variety of people who find themselves prepared to pay a better value for his or her supposed main buy, whether it is produced in a sustainable method. 

Taking a look at nation stage:

  • Germany is barely forward of the others for these prepared to pay extra
  • however it’s within the UK that we once more see the strongest improve in numbers, because the earlier quarter, adopted by France
  • Italy was the one nation displaying a slight decline in numbers, triggered by the persistence of excessive value of residing issues, specifically for on a regular basis purchases. 

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Manufacturers should deal with belief points, and balancing shoppers’ conflicting curiosity

Proper now, the vast majority of shoppers are balancing their eco-aspirations in opposition to the elevated pressure on their wallets from the heightened value of on a regular basis residing. Even “eco-active” customers, who’re extremely involved concerning the setting and taking direct actions to cut back their waste, are struggling to stability the present improve in value of residing with their need to behave and store sustainably:

Eco actives finding it harder to act sustainably due to economic pressure

Producers and retailers can focus their technique round two key areas that may assist encourage customers’ eco-spending intentions:

  • Belief in eco-credentials.  In Germany, solely 20% imagine the claims that firms make about their environmentally pleasant actions. To interrupt by means of this scepticism of ‘greenwashing’, sustainability can’t be an afterthought; it must be built-in into every facet of a product. Manufacturers should talk the way in which wherein sustainability is baked into their merchandise’ DNA. A full-spectrum eco-focus that features not simply the product’s packaging, uncooked supplies, recyclability, but additionally the space it’s travelled and the way, it’s elevated repair-ability and sturdiness, it’s lowered consumption of power or water, the welfare of the corporate workforce, and the corporate’s championship of main causes.  


  • “Reasonably priced premium”. For giant-ticket purchases specifically, shoppers are working inside a funds, however are prone to hunt down the best worth replacements they will afford inside that. Shopper tech & durables producers and retailers may also help drive curiosity in ‘reasonably priced premium’ vary merchandise by clear advertising and marketing that highlights the extra features, options and ‘product lifetime worth’ financial savings that the small additional outlay will ship to those customers – together with vital 360’ eco-credentials resembling power use, supplies, location of manufacture, sturdiness and repair-ability.

Get this proper and the potential for cornering this rising space of client spending is large:

“There’s a hole out there for a tech producer that’s dedicated to a really 100% sustainable product. This might imply an innovation that is not even possible with conventional supplies or manufacturing strategies.”

– Madalina Carstea, Head of World Gross sales, Model & Advertising Intelligence, GfK

Proceed to discover how environmental issues are influencing client attitudes and shopping for behaviors:

Exlore our latest GfK Green Gauge Report


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