E-commerce: Sustainability Becomes a Key Purchasing Criterion in Large Emerging Countries

One of the surprising trends revealed by ESW’s Global Voices survey, which surveyed consumers around the world to measure the importance they place on the “sustainability” criteria of the products they buy on E-commerce sites: in India or China, these criteria are more important than in France or the United States. Review of details.

We knew that the inflationary surge of the last two years had reduced the attractiveness of environmentally friendly products and a “sustainable” supply chain in France in favor of purchasing power concerns. This is confirmed in the latest Global Voices report from ESW , the world leader in direct-to-consumer (DTC) e-commerce.

Thus, French consumers are less concerned about “sustainability” in their purchases than they were a year ago with a score of 53 points this year, compared to 59 in 2023, falling below the world average of 55 points*.

But one of the most surprising developments in this report is that consumers in some emerging countries are now significantly more concerned about sustainability than their counterparts in advanced countries. This is the case in India (75 points), the United Arab Emirates (74 points), China (70 points) and Mexico (67 points), which top the list, far ahead of the three countries already mentioned but also Japan (32 points), Germany ( 46 points), the United Kingdom (46 points), Switzerland ( 48 points), Canada (48 points), and the United States (49 points).

“We are surprised to discover that the level of concern consumers have about environmental impact, and what they value most from the brands they use, depends largely on where they live ” comments Martim Avillez Oliveira, Chief Revenue Office of ESW, quoted by this company’s press release. “The data suggests that although French consumers have been encouraged to make environmentally friendly choices for years, the intensity and redundancy of these messages, as well as the increasing pressure that inflation places on households, could drive consumers at a tipping point.”

Sustainability: Young people and more motivated luxury buyers

Among the other trends revealed by this study, the greatest motivation of young people is found almost everywhere in the world. Thus, generation Z has a global average score of 61, generation Y (millennials) 60, generation X 53, and baby boomers barely 49. A trend that we find in France, where, however, the score of Millennials is decreasing (57 against 63 last year).

Additionally, a third of all respondents globally are environmentally conscious shoppers. The survey classifies buyers who scored 80 or higher on the sustainability scale as eco-friendly buyers. Globally, more than half of consumers surveyed (55%) said they were more aware of greenwashing than a year ago, and 27% said they considered environmental transparency. a brand when they made a purchase.

Also note that, according to this study, buyers of luxury products are 1.5 times more likely to be attentive to sustainability issues than others. Likewise, shoppers who value authentic brands are 50% more likely to be eco-friendly shoppers. Overall, 63% of consumers said they value authentic brands and expect “ honesty and transparency about their environmental credentials ” from them.

Finally, consumers who appreciate big brands are also more concerned about the environment with a sustainability score of 62 compared to 47 for others. 32% of brand buyers are likely to be environmentally conscious consumers. Additionally, brand buyers believe that a brand name signifies higher quality and better value. These buyers have high expectations not only for products and services, but also for environmental impact.

The report found that 31% of consumers evaluate sustainable packaging options when shopping online, while 30% consider sustainable shipping options and 29% value reduced packaging overall.

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(Featured image by Preis_king via Pixabay)

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First published in LE MOCI. A third-party contributor translated and adapted the article from the original. In case of discrepancy, the original will prevail.

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