A distinct generation gap has emerged in “sustainable” spending habits as 40 percent of people say they are cutting back on purchases of new products.
A survey of 1000 Australians, conducted by the Monash Business School’s Australian Consumer and Retail Studies Unit, found 30 percent of people frequently looked for sustainable products when they made purchases.
People aged 55 and over were far more likely than younger groups to bring their own shopping bags to stores, recycle product waste and compost food.
Those aged 18-34 instead exercised sustainability habits through taking public transport, buying second-hand products and recommending eco-friendly products to friends, family and peers.
Study lead Eloise Zoppos said the survey found 96 percent of Australian consumers engaged in sustainable practices, and 42 percent were 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,” Dr Zoppos said.
“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 percent) and whether the product can be recycled (59 percent).”
Other key findings of the study included:
- 40 percent reported that they were reducing the number of new products they bought.
- 30 percent of shoppers reported they frequently or very frequently looked for sustainable products when making a retail purchase.
- 79 percent reported that they brought their own shopping bags to stores, and almost all of these shoppers did so on a regular basis
The report said younger consumers were significantly more willing to pay more for ethically produced products, as well as products made from recycled materials and packaged in recyclable materials.
“While sustainability perceptions and practices may differ amongst shoppers, the positive shifts in the general attitudes and behaviours of shoppers demonstrate that sustainability is no longer a trend but a consumer movement,” Dr Zoppos said.
“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.”
