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However, most respondents are not willing to pay more for eco-friendly products.
November 27, 2024
By: Melissa Meisel
Online marketing firm Hostinger investigated consumer behavior regarding sustainability for this year’s Black Friday season.
Gen Z stands out for its environmental awareness, with 64.4% of respondents indicating that sustainability is an important factor in purchasing decisions. This drops to 44.7% for Millennials, 35.7% for Gen X and 29.0% for Baby Boomers.
Regardless of age, most respondents are not willing to pay significantly more for eco-friendly products. This willingness decreases with age, showing that younger consumers are more motivated by sustainability than their older counterparts.
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