Interest in eco-friendly products is on the rise. In just five years, global online searches for sustainable goods have jumped by 71%

Additionally, 72% of consumers say they purchase more green products now than they did half a decade ago. It’s also worth noting that products labeled as sustainable are seeing much faster growth, growing 2.7X quicker than those that aren’t. 

To give you a clearer picture, I’ve compiled some of the most important eco-friendly consumer statistics to better understand the current state of eco-friendly consumers. 🌿.

Eco-Friendly Consumers Statistics: The Key Data

  • 72% of consumers said they buy more eco-friendly products than five years ago.
  • Global online searches for sustainable goods have increased 71% in five years.
  • 55% of consumers are willing to pay more for eco-friendly brands.
  • Products marketed as sustainable grew 2.7X faster than products not marketed as sustainable.
  • 77% of businesses indicate sustainability leads to increases in customer loyalty.
  • 63% say sustainability boosts brand revenue.
  • 66% of shoppers are now looking for eco-friendly brands. 
  • 75% of US consumers care about products environmental impacts.
  • In recent years, 85% of consumers have become “greener” in their purchasing habits.
  • 79% of consumers are changing their purchasing habits to reflect their sense of social responsibility.
  • 50% of global consumers say they have become more eco-friendly in the past six months, according to a 2021 PwC survey.

Sources: (Sustainable Brands, BusinessNewsDaily, PWC, LendingTree, Google)

What percentage of consumers care about the environment?

Numerous surveys have found that the majority of people who shop in the United States are concerned about the environment and sustainable practices. 

75% of American consumers are concerned about the impact that the products they buy have on the environment, according to the findings of a survey by Sustainable Brands. 

How many consumers prefer environmentally friendly products?

Several different studies have found that a sizable percentage of consumers have a preference for products that are better for the environment. 

For instance, 72% of respondents said that they were actively buying more environmentally friendly products than they did five years ago, and 64% said that they would be willing to pay more for gas if the carbon emissions from their purchases were offset through sustainability efforts.

55% of Consumers Prepared to Spend More on Green Brands

Important takeaway:

Green brands can command higher pricesOver half of consumers’ readiness to spend more points to profitability of sustainability-oriented brands
Rebranding towards sustainability could be lucrativeAligning with eco-friendly principles may result in enhanced customer loyalty and increased revenues
Green certifications and transparency are pivotalConsumers who are willing to spend more will likely require clear evidence of a brand’s green credentials

Source:  LendingTree

66% of Shoppers Now Prioritize Environmentally Responsible Brands

Important takeaway:

Emergence of sustainability as a key differentiatorThe majority of shoppers’ preference shows eco-consciousness as a decisive factor in brand choice
Imperative for brands to incorporate sustainabilityCompanies failing to prioritize the environment risk losing a significant share of the market
Necessity of consistent and authentic green messagingShoppers prioritizing green brands expect truthful communication of a brand’s environmental actions

Source: Google

44% of Population Demand Brands Prioritize Eco-Friendliness

Important takeaway:

Sustainability as a strategic business imperativeWith nearly half the population demanding eco-friendliness, brands must adapt or risk becoming irrelevant
Potential for differentiation through green initiativesBrands can capture this substantial segment by showcasing environmental responsibility
Critical role of sustainability in brand imageEco-consciousness is becoming a key factor in brand perception, affecting public relations and reputation

Source: IBM Study

Important takeaway:

Millennial-driven market shift towards green productsMillennial eco-participation indicates a generation-specific trend, impacting future market dynamics
Opportunity to build loyalty with eco-conscious millennialsBrands prioritizing sustainability can tap into this segment and foster long-term customer relationships
Essential role of education in driving sustainabilityIncreased awareness underscores the importance of continuous information dissemination about environmental impact

Source: Businesswire

PwC Survey: 50% Consumers More Eco-Friendly Than Six Months Ago

Important takeaway:

Rapid shift towards environmental consciousnessThe considerable change in a short timeframe indicates accelerated adoption of eco-friendly habits
Importance of constant market reevaluationThe fast-paced shift underscores the need for continuous market analysis to adapt strategies
Emergence of sustainability as a consumer standardHalf the consumers now consider eco-friendliness as a significant factor, suggesting a new norm in consumer behavior

Source: PWC

Frequently Asked Questions: 

Are customers willing to pay more for green products?

Yes, customers are generally willing to pay more for green products. Notably, Gen Z shoppers and Millennials demonstrate a marked preference for sustainable brands, even with a higher price tag. 

Over two-thirds of American consumers consider sustainability during purchases, while more than 80% of restaurant patrons are willing to pay extra for “green” dining. While half to two-thirds of consumers globally echo this sentiment, over half of U.S. consumers express concern about the higher costs of sustainable products. Thus, affordability remains a crucial factor in promoting sustainable consumerism.

What demographic cares about sustainability?

Key demographics showing concern for sustainability are Gen Z, Millennials, those who prioritize environmental quality, supporters of the Sustainable Development Goals (SDGs), and eco-conscious consumers. 

A substantial 73% of Gen Zers are willing to pay more for sustainable products, demonstrating an investment in climate change activism and sustainable consumerism (Kadence). Similarly, people most concerned about climate change consider environmental protection a priority (PewResearch). 

Supporters of the SDGs also display commitment to sustainable behaviors (ScienceDaily). Lastly, eco-conscious consumers, primarily Gen Z, place high value on sustainability in their purchasing decisions (Kadence).

When did the eco-friendly trend start?

The eco-friendly trend, or environmental movement, originated in the late 19th century due to concerns over countryside protection and the health impacts of industrial pollution (Britannica). The modern movement took form in the 20th century. 

It was amplified by the 1970s hippie movement, which promoted sustainable fashion and practices (4tify). Apparel companies began integrating environmental practices in the late 1980s (Panaprium). 

Key milestones include the 1892 establishment of the Sierra Club (TreeHugger), the first Earth Day in 1970 (EarthDay), and the 1992 launch of the Energy Star program (LindaHall). The trend continues to evolve today.

eco-friendly consumers statistics

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