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Share of consumers willing to pay more for sustainable products in Italy in 2024, by price increase

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Source

Release date

January 2025

Region

Italy

Survey time period

2024

Special properties

Respondents were part of TEHA's Food & Beverage Community. The source did not provide any further data on methodology.

Supplementary notes

Original survey question: "Quanto è disposto a spendere in più per un prodotto sostenibile rispetto al valore di un suo sostituto?"

Citation formats

How much more consumers in Italy would pay for sustainable products 2024

Published by
F. Watty,
Apr 7, 2025

According to a survey carried out in 2024 in Italy, more than ** percent percent of respondents were willing to pay an extra for sustainably sourced food. Of those, close to ** percent were willing to pay between ** and ** percent more for those types of products, while only *** percent were willing to pay even double. 

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