Base: German-speaking population aged 14 years and older in private households with main place of residence in the Federal Republic of Germany.
Information on the total sample:
2019: 23,318 respondents, representing 70.60 million people.
2020: 23,191 respondents, representing 70.64 million people.
2021: 22,563 respondents, representing 70.54 million people.
2022: 23,015 respondents, representing 70.60 million people.
2023: 23,524 respondents, representing 70.08 million people.
2024: 23,485 respondents, extrapolation to 70.48 million people
2025: 23,075 respondents, extrapolation to 71 million people
Further information on methodology is available
This question was asked during the survey in the following wording: "There are various properties here. Please look through them and tell me the ones where you would say: That suits me, that applies to me. - I am prepared to pay more for environmentally friendly products."
Citation formats
Willingness to pay for environmentally friendly products in Germany 2025
In 2025, around  million people in the German-speaking population, aged 14 and over, stated that they would be willing to pay a higher price for environmentally friendly products. The figure decreased compared to the previous year.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.
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IfD Allensbach. (June 18, 2025). Number of people in Germany who are willing to pay more for environmentally friendly products from 2019 to 2025 (in millions) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1483165/willingness-to-pay-for-environmentally-friendly-products-germany/
IfD Allensbach. "Number of people in Germany who are willing to pay more for environmentally friendly products from 2019 to 2025 (in millions)." Chart. June 18, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1483165/willingness-to-pay-for-environmentally-friendly-products-germany/
IfD Allensbach. (2025). Number of people in Germany who are willing to pay more for environmentally friendly products from 2019 to 2025 (in millions). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1483165/willingness-to-pay-for-environmentally-friendly-products-germany/
IfD Allensbach. "Number of People in Germany Who Are Willing to Pay More for Environmentally Friendly Products from 2019 to 2025 (in Millions)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 18 Jun 2025, /statistics/1483165/willingness-to-pay-for-environmentally-friendly-products-germany/
IfD Allensbach, Number of people in Germany who are willing to pay more for environmentally friendly products from 2019 to 2025 (in millions) ÌÇÐÄÆƽâ°æ, /statistics/1483165/willingness-to-pay-for-environmentally-friendly-products-germany/ (last visited July 27, 2026)
Number of people in Germany who are willing to pay more for environmentally friendly products from 2019 to 2025 (in millions) [Graph], IfD Allensbach, June 18, 2025. [Online]. Available: /statistics/1483165/willingness-to-pay-for-environmentally-friendly-products-germany/
