Press release -
More than half of Swedes are willing to pay more for sustainable options
More than one in two Swedes, 55 percent, are willing to pay more for sustainable products, according to a Kantar Sifo survey conducted by the software company Voyado. At the same time, an equal number, 53 percent, find it difficult to make sustainable choices due to unclear product information.
"The biggest obstacle for consumers to make sustainable choices is lack of awareness and education, rather than economic barriers. This places demands on us in the retail industry to better guide consumers, " says Felix Kruth, Product Manager at Voyado.
E-commerce has experienced significant growth in recent years, and in Sweden, it accounts for about ten percent of our total consumption. Reports show that e-commerce is better for the environment than physical trade, but there are challenges related to returns.
The survey shows that more than one in two Swedes, 55 percent, are willing to pay more for products that maintain a higher sustainability standard. Nearly as many, 53 percent, find it difficult to make sustainable choices due to unclear product information and difficulties understanding the meanings of different labels and certifications. Seven out of ten young people, 68 percent, aged 18–29, also think the state bears the primary responsibility for sustainability within the trade.
"Many young people today feel anxious, worried, and powerless due to the ongoing climate changes that are happening all around us. It's important to understand that these changes require significant system-level changes, making them trust the government and legislation rather than the free choices of consumers. However, providing clearer information about product sustainability or offering tips on product use and care guides are examples of how we can empower consumers to make a difference in their own way, starting immediately," says Felix Kruth.
Three ways retailers can nuge more sustainable behavior:
- Reward sustainable choices: Many consumers believe that sustainable products are more expensive. Communicating the benefits of sustainable options can change this perception.
- Provide clear information: Be transparent and provide detailed information about the product's sustainability. Simplify environmental certifications and labels to help consumers identify sustainable products.
- Make sustainable options easy to find: Ensure sustainable alternatives are easy to find in-store and online. Increasing visibility makes it easier for the consumer to navigate correctly.
Want to know more? Access the full report here.
About the survey: Kantar Media Sifo conducted the survey on behalf of Voyado in February 2024. From a nationally representative sample, 1,051 Swedes aged 18–79 answered questions about consumption behavior, sustainability responsibility, and other related issues.
About Voyado: Voyado is a SaaS company helping retail brands create hyper-relevant shopping experiences, increase customer loyalty, and drive business growth. Their AI-powered customer experience cloud includes a product discovery engine with deep product knowledge to predict and respond to visitors’ intentions on e-commerce websites, and a multichannel marketing platform that offers invaluable insights and campaign tools for delivering automated and personalized shopping experiences.
Headquartered in Stockholm, Sweden, the company has more than 300 employees around Northern Europe, growing rapidly with customers around the world.
Voyado makes brands easy to love.
