Once top of mind, the obstacle of price is hampering their ability to embrace sustainable products. Energy is a big focus, with more than a third (36%) citing affordable and clean energy as their top sustainability issue.
But when it comes to sustainable products, more than half (56%) of consumers say that they cost too much and 71% say price puts them off purchasing. Only 31% of respondents will pay more for sustainably produced goods.
That’s not to say their environmental ideals have disappeared completely. Their frugal behaviours are translating into green behaviours – just with affordability now the main motivator, rather than conscience. Half (50%) of consumers say that they mainly take environmental action when it will save them money with the same amount always trying to conserve energy, for example.
Similarly, trends such as repair rather than replace continue to see growth, up from less than half (49%) in February 2022 to more than two-thirds (68%) in April 2023.
Consumers are health conscious as well as financially conscious
Although their green behaviours are being hampered by affordability, the health-conscious consumer remains, with the desire for products that are healthy and good for them second only to price when making purchase decisions for the future.
Mental and physical health are also both top of mind with two-thirds (66%) of consumers intending to put greater emphasis on their physical health over the next three years and more than half (55%) their mental health. This mindset is leading consumers to prioritise home cooking over takeaway, with 32% of UK consumers planning on cooking more at home, while 40% plan on ordering take out less over the next 3 months.
Technology is also playing an increasing role in supporting healthier choices. 18% of UK consumers have used an app that provided them with a meal plan, 34% an app to track their calorie intake and almost half (47%) an app to monitor their exercise.