Sustainability remains an important consumer value in Australia, finds a new report.
According to the Monash Business School’s Australian Consumer and Retail Studies Unit report, close to 50% of the Australian shoppers surveyed now actively consider sustainability when purchasing.
Led by Dr Eloise Zoppos, the report finds that 96% of respondents engage in sustainable practices, and 42% are willing to pay more for sustainable choices.
“When deciding if a product is sustainable, shoppers look for cues to make quick decisions and seem to focus more on the packaging or the product itself, rather than the labelling,” says Ms Zoppos.
“The two most common ways shoppers look for sustainable products and personally decide if a product is sustainable or not is if the packaging is recyclable (62%) and whether the product can be recycled (59%).”
The report also finds younger consumers are significantly more willing to pay more for ethically produced products, as well as products made from recycled materials and packaged in recyclable materials.
“Younger consumers, aged 18-34 years, tend to take public transport, buy second-hand products, and recommend eco-friendly products to friends, family and peers more than other age groups; while older Australian shoppers, aged 55 and over, engage in these practices significantly less than other age groups,” says Ms Zoppos.
“On the other hand, older Australian shoppers, aged 55 and over bring their own shopping bags to stores, recycle product waste, and compost food waste significantly more than other age groups; while their younger counterparts, aged 18 to 34, engage in these practices considerably less than other age groups.
“While sustainability perceptions and practices may differ among shoppers, the positive shifts in the general attitudes and behaviours of shoppers demonstrate that sustainability is no longer a trend but a consumer movement – and retailers that are not just responding to this movement, but that are genuinely embedding sustainability into their business strategy, will resonate with consumers despite the current climate.”