Two-thirds of shoppers are eager to buy products that have a positive environmental and social impact, but are struggling to find them. This is according to a recent poll of 2,000 adults, which revealed that a staggering 66% are confused by sustainability claims on standard product labeling. Only 7% consistently understand the environmental impact of their purchases.
Shoppers are clearly looking for help from retailers to navigate the often-confusing world of sustainability claims. A majority (63%) want retailers to make it easier to identify products with positive environmental and social impact. Moreover, 77% are more likely to trust a product’s sustainability claims if they are backed by a reputable organization.
Amazon, the company that commissioned the research, has introduced Climate Pledge Friendly badges to help shoppers identify over 1.4 million items with sustainability features certified by third-party organizations like Rainforest Alliance, Fairtrade International, and Forest Stewardship Council.
John Boumphrey, from Amazon, stated, “People are shopping for products that are aligned to their values, but aren’t always sure which ones fit the bill. It’s also clear they’re looking for help from retailers to point them in the right direction for products whose sustainability claims are trustworthy. Which is why we’re making it easier to find them.”
The study also revealed that 32% of shoppers are more likely to try a new brand or product if its social, ethical, and environmental credentials are clearly displayed. Consumers are most likely to look for recyclable packaging (44%), products that are kind to animals (44%), or those with reduced packaging (36%). Other sought-after sustainability features include products made with safer chemicals (33%), items made with recycled materials (31%), and those which protect the rights of workers (27%).
Gen Z shoppers are leading the charge when it comes to sustainable shopping. A significant 51% actively seek out products with a reduced environmental and social impact, compared to just 39% of Gen X shoppers. This younger generation is also more likely to abandon a purchase if they cannot find clear and relevant information about the product’s environmental or social impact. 51% of Gen Z and 41% of Millennial shoppers will walk away, compared to only 22% of Gen X.
Millennials (69%) are the most vocal in demanding that retailers do more to help identify products with certification-backed reduced environmental impact. The top five product categories shoppers expect to find more sustainable options in include food and beverage items (49%), cleaning products (49%), cosmetics and beauty (41%), apparel (33%), and electronics/appliances (23%).
John Boumphrey of Amazon added, “It’s great to see younger adults are actively seeking out products that are more environmentally-friendly, and made by following ethical practices. With more than 50 independent sustainability certifications, we’re helping everyone make more informed choices when they shop.”
