Trends Report

The Green Consumer Paradox

Lower The Five Barriers To Sustainable Purchasing To Activate Green Consumers

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


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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