Four in five shoppers willing to pay ‘sustainability premium’

16th May 2024


Despite cost-of-living concerns, four-fifths of shoppers are willing to pay more for sustainably produced or sourced goods, a global survey has found.

After polling more than 20,000 consumers across 31 countries and territories, PwC found that shoppers are willing to pay 9.7% more on average for goods that meet environmental criteria, including loca

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