Will young consumers pay more for sustainable products?
25/06/2019
The company explained that 82% of the responses were from Europeans between the ages of 18 and 30.
Among the most interesting findings from the survey was that 61% of respondents would pay more for a sustainable piece of clothing. It also revealed that 41% of them would be willing to pay a premium of between 20 and 40 per cent on a sustainable item.
Reaction to the results, Spinnova CEO Janne Poranen said: "In any case, there is an emerging determination to make more sustainable choices. This convinces someone like us, developing sustainable alternatives, and brands who are investing time and money in comprehensive sustainability programmes. Our mission is also meaningful to the consumer.”
The survey was designed for Spinnova by a group of international students from the University of Applied Sciences of Jyväskylä, Finland. Respondents were drawn from seven European countries and numbered 283 in total.
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