PITTSBURGH — A gap exists between the percentage of consumers who say they are interested in sustainable items and the percentage of retailers who say they believe consumers are interested in such items, according to two 2021 surveys from First Insight.
An online survey of more than 1,000 consumers took place in July and found 68% of respondents said they were willing to pay more for sustainable products. A survey of 51 retail senior-level business executives took place in October. Thirty-four percent said they thought consumers would pay more for sustainable products. While 72% of consumers said sustainability was a very or somewhat important purchase consideration, 51% of executives said they thought sustainability was a very or somewhat important purchase consideration for consumers.
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