Consumers Pay Premium for Sustainable Products, Study Finds

Consumer research shows that sustainability has become a significant driver of purchasing decisions across demographics. ## Price Premium Acceptance Consumers are willing to pay an average of 15% more for products from companies with strong sustainability credentials. ## Demographic Trends While millennials and Gen Z lead in sustainable purchasing, older consumers are increasingly factoring environmental impact into decisions. ## Business Implications Companies with genuine sustainability initiatives are seeing improved brand loyalty and customer lifetime value. ## Greenwashing Risk However, consumers are increasingly sophisticated at detecting insincere sustainability claims, making authenticity essential.