* Option introduced in 2023.
This question was phrased by the source as follows:
"Would you be prepared to pay more for goods and services to ensure the brands that create them commit to any of the following environmentally sustainable or ethical practices?"
The source indicates that the sample used for this survey is nationally representative.
Citation formats
UK: likelihood of paying more for sustainable & ethical brands 2022-2024, by practice
In 2022, ** percent of adults in the United Kingdom (UK) said they would be prepared to pay more for goods and services from brands that respect and support human rights. In 2023, this percentage dropped by *** points, but in 2024, it was back up to ** percent. A considerable share of UK consumers also said they would be willing to spend more money on brands that protect and support biodiversity and produce sustainable packaging and products. While many shoppers valued sustainable and ethical business operations, more than a of survey respondents stated they would not be prepared to pay more for brands that commit to these practices in all three years considered.
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Deloitte. (October 25, 2024). Consumers willing to pay more for brands that commit to sustainable and ethical practices in the United Kingdom (UK) from 2022 to 2024, by practice [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1325387/paying-more-for-sustainable-and-ethical-brands-uk/
Deloitte. "Consumers willing to pay more for brands that commit to sustainable and ethical practices in the United Kingdom (UK) from 2022 to 2024, by practice." Chart. October 25, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1325387/paying-more-for-sustainable-and-ethical-brands-uk/
Deloitte. (2024). Consumers willing to pay more for brands that commit to sustainable and ethical practices in the United Kingdom (UK) from 2022 to 2024, by practice. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1325387/paying-more-for-sustainable-and-ethical-brands-uk/
Deloitte. "Consumers Willing to Pay More for Brands That Commit to Sustainable and Ethical Practices in The United Kingdom (Uk) from 2022 to 2024, by Practice." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 25 Oct 2024, /statistics/1325387/paying-more-for-sustainable-and-ethical-brands-uk/
Deloitte, Consumers willing to pay more for brands that commit to sustainable and ethical practices in the United Kingdom (UK) from 2022 to 2024, by practice ÌÇÐÄÆƽâ°æ, /statistics/1325387/paying-more-for-sustainable-and-ethical-brands-uk/ (last visited July 29, 2026)
Consumers willing to pay more for brands that commit to sustainable and ethical practices in the United Kingdom (UK) from 2022 to 2024, by practice [Graph], Deloitte, October 25, 2024. [Online]. Available: /statistics/1325387/paying-more-for-sustainable-and-ethical-brands-uk/
