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Willingness of different generations to pay more for sustainable products in the U.S. as of December 2019

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Source

Release date

January 2020

Region

United States

Survey time period

December 2019

Number of respondents

1,000 respondents

Method of interview

Online survey

Supplementary notes

Original Survey Question: "Are you willing to pay more for sustainable products?"
Silent Generation (1928-1945)
Baby Boomers (1946-1964)
Generation X (1965-1979)
Millennials (1980-1994)
Generation Z (1995-2012)

Citation formats

Willingness to pay more for sustainable products U.S. 2019, by generation

Published by
Bruna Rocco,
Nov 26, 2025

Baby boomers are the only generation with a general unwillingness to pay more for sustainable products. ** percent of Baby Boomers are unwilling to pay extra, compared to less than half of respondents in every other generation. Members of Generation Z are the most willing to pay for sustainable items, with an overwhelming response of ** percent. Millennials also have a high percentage of respondents willing to pay more.

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