Report

The Green Consumer Paradox

Lower The Five Barriers To Sustainable Purchasing To Activate Green Consumers

December 15th, 2021
With contributors:
Martin Gill, Anjali Lai, Melissa Chaudet, Rachel Birrell

Summary

Yes, green consumers are hyperaware of the environmental crisis. Yes, they are motivated to take action on environmental sustainability. And yes, they demand that brands be more sustainable. But our data shows that green consumers struggle to act on their concerns and motivations: While 85% of UK and Spanish environmentally conscious online adults are concerned about the impact of climate change on society, only 60% say that those concerns influence their purchase decisions. This report helps B2C marketing executives understand the gap between their customers’ intentions and actions and shows how to lower five key barriers to encourage sustainable purchasing.

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Forrester helps business and technology leaders use costumer obsession to accelerate growth. That means empowering you to put the costumer at the center of everything you do: your leadership strategy, and operations. Becoming a costumer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.