Consumers in the US willing to pay more for sustainably produced apparel

A consumer sustainability survey carried out by digital supply Chain Company Blue Yonder reveals an increasing number of consumers in the United States are ready to pay premiums for sustainably made apparel.

The survey was conducted for various products on their willingness to pay a premium for eco-friendly versions. For apparel 30 percent of the consumer’s survey agreed to pay a higher premium, 27 percent showed a willingness on cleaning products, and 19 percent for beauty products.

Thirty-one percent of respondents also preferred buying second-hand as the eco-conscious habit they perform most often, which was an increase from the 23 percent from last year’s survey.

This was the second year that the company has undertaken the survey, and the results see consumers “remain invested in eco-conscious practices”.

Around 69 percent of people surveyed were willing to pay more for sustainable products but 4 percent said that they would be willing to only pay 20 percent more.



The survey further revealed increased awareness about sustainability compared with last year. This year 48 percent of respondents stated that they have had an increased interest in sustainability over the past year, while 44 percent said it remained the same.



It is an indication that consumers are willing to pay more and delay their shipping priorities for more eco-friendly products.