German consumers are less likely to buy sustainable products
Whether organic or Fairtrade: in view of the loss of purchasing power as a result of high inflation, German consumers are buying fewer sustainable products, according to a study. Less than half of the population still buys such goods, according to the survey published on Thursday by auditing and consulting firm Deloitte. While this figure was still 59 percent in September 2021, it fell to 45 percent last September. According to the survey, high costs are by far the most frequently cited reason for this growing reluctance. Food alone has risen in price by 33% in three years, which is why people are opting for conventional rather than the often more expensive sustainable goods.
"People are becoming increasingly aware of climate change and sustainability, and yet the proportion of sustainable product purchases is falling continuously," said Deloitte expert Egbert Wege, commenting on the results of the survey of around 1,000 consumers. "This discrepancy is not least due to the enormous rise in the cost of living." Customers weigh up every purchase carefully. The decision is then often made in favor of cheaper own brands. "And quite a few completely avoid certain product groups," said Wege.
At least some of those surveyed doubt that the costs and benefits of sustainable products are balanced: Twelve percent report that they have recently decided against buying sustainable products for quality reasons. Among those who have bought sustainable products, 18% believe that they have compromised on quality. According to the information provided, this mainly relates to food and beverages as well as clothing and shoes.
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"Despite the rising concerns about climate change and sustainability, the decrease in purchasing sustainable products among German consumers might be primarily attributed to the increasing inflation, leading to higher product costs."
"Consequently, due to the financial strain caused by inflation, many consumers are opting for conventional products instead of sustainable ones, which often come with a higher price tag."
Source: www.ntv.de
