Most online buyers will wait longer for a sustainable order if it comes from a sustainable retailer. Unfortunately, only 1 in 5 clients are willing to pay more for environmentally friendly delivery. The environment is the issue that worries consumers the most when they purchase groceries and clothing.
These are a few surveys conducted by software vendor Descartes Systems Group. From Canada, the United States, and nine European nations—the United Kingdom, the Netherlands, Germany, Belgium, Sweden, Norway, Denmark, Finland, and France—8,000 customers participated.
Home delivery accounts for an average of 46% of internet orders. Home delivery is the most popular in the Netherlands and the United Kingdom (up to 54%). In Sweden, shipping to your home address is now less standard (42%), but consumers anticipate this percentage will reach close to 50%.
Nevertheless, 50% of all consumers are enthusiastic about sustainable delivery. Customers are especially interested in combined delivery of several goods, and businesses advise click-and-collect and sustainable shipping options. 54% of online buyers are even willing to wait longer for a package if it comes from a sustainable provider.
Sustainability is the factor that consumers in France (49%), Germany (48%), and Belgium (46%) consider most when making a purchase. Groceries, fashion, and shoes are the product categories where customers are most concerned about the environment. But this varies by nation: whereas the Netherlands has the lowest score in this category, Germans are more worried about the environment when buying food. More than half of consumers are willing to pick up their order of supermarket items if doing so is more environmentally friendly. As many as 45% of people are prepared to buy clothing.
At the end of the day, 40% of consumers prioritize comfort over sustainability. Only 1 in 5 customers will pay more for delivery that respects the environment. Compared to those over 50 years old, this percentage is higher for Generation Z (27%) and Millennials (14%).
Read further: News, ecommerce, online shopping, product content, Sustainable
Digital Marketing Manager at Icecat N.V.
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