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Share of consumers willing to pay more for an ethical or sustainable product in selected European countries in 2024

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Source

Release date

August 2024

Region

Austria, Bulgaria, Europe, France, Germany, Hungary, Italy, Romania, Spain

Survey time period

January and February 2024

Number of respondents

10,977 respondents

Age group

18 years and older

Citation formats

Share of consumers willing to pay more for sustainable products in Europe in 2024

Published by
F. Watty,
Jul 15, 2025

In 2024, consumers in Romania were most likely to pay more for a product if it was sustainable, with around ** percent saying they do so. In Italy, this figure stood at around ** percent.

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Statistics on " Consumer behavior in Europe "

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Overview

5

Spending

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Saving measures

6

E-commerce

5

Gen Z shopping behavior

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Food

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Brand popularity

8

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Topics

Consumer behavior in EuropeE-commerce in the European UnionBrand loyaltyConsumer behavior in the U.S.Consumer behavior in the UK
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* For commercial use only

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