The Blue Yonder survey revealed consumer sentiment about sustainable practices.
concerns “are very or somewhat important to them when choosing to buy a product or shop at a retailer,” researchers at the company said.
The report also showed that 70 percent of consumers polled “indicated that they have shopped at a retailer promoting their products as sustainable at least once or more in the past six months, which closely matches the 74 percent who reported doing so in 2022 and 2023,” Blue Yonder said, adding that interest in sustainability is also growing at a steady pace with 47 percent of consumers reporting “that their interest in shopping sustainably has greatly or slightly increased in the last year.
Van Gendt also said consumers’ willingness to spend more “should send a clear message to brands and retailers that investing in sustainable solutions and practices is worthwhile, not only for the planet but also for maintaining consumer loyalty and trust.” Other findings include that 83 percent of respondents said they are willing to delay deliveries “if an incentive is given to do so,” the report stated. “However, this flexibility has its limits. Only 23 percent of respondents said they were willing to delay a delivery by a week or more. Nearly half of consumers also said they would be likely or very likely to pay more for greener shipping options such as lower carbon footprint delivery and sustainable packaging.
The survey also revealed mistrust among respondents. “Consumers are looking closely at exactly how brands are executing on their sustainability goals,” said van Gendt. “With more than one-third of respondents reporting that they don’t trust brands’ sustainability claims, it’s more important than ever forto have full visibility into their supply chain operations so they can back up their sustainability claims with tangible data to strengthen consumer trust.”.
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