German Consumers' Growing Sustainability Awareness Drives Eco-Friendly Purchases
A recent study by BearingPoint and ODOXA reveals German consumers' growing interest in sustainability, with 59% considering sustainability factors in their purchasing decisions, slightly below the European average. The study, conducted in autumn 2024, surveyed 4,000 individuals across Germany, the UK, France, the Netherlands, and Italy.
German consumers are increasingly prioritizing short supply chains, with 84% preferring them. This trend is more established in Germany than in other European countries. The shift towards sustainability is also evident in the rising popularity of pre-owned items, with 67% of Germans actively choosing them, reflecting a growing awareness of resource scarcity.
The preference for sustainable packaging is also notable, with 80% of German consumers favoring eco-friendly options, outpacing the European average. This trend is likely driven by the increasing trust consumers place in brands' sustainability commitments. In fact, 78% of Germans purchase organic products, slightly surpassing the EU average.
Repairing and reusing products are also gaining traction, with 74% of Germans embracing these practices. This shift is part of a broader trend towards sustainability, with consumers in Switzerland, Denmark, and Austria leading the way in considering sustainability criteria in their purchasing decisions.
The study underscores the growing importance of sustainability in German consumer behavior. While the country lags slightly behind some European neighbors, the trends towards short supply chains, second-hand goods, sustainable packaging, organic products, and repairing/reusing items indicate a significant shift in consumer attitudes. As trust in brands' sustainability commitments grows, so too does the demand for eco-friendly products and practices.
