Barriers for Socially Responsible Purchases
Cost is the largest barrier to purchasing socially responsible products (52% of respondents noted that). Only a fifth of respondents said they will pay more for sustainably sourced items. Those living in urban areas, Democrats, Millennials and parents are more willing to pay the premium. Lack of knowledge, variety and personal importance are also cited as barriers.
[Also Read: Shopper Sustainability Practices]
The economy is also impacting purchases, as those who buy sustainably sourced items say they are more budget conscious.
Other key findings from the research include:
- "Made with clean ingredients" is the number one attribute that consumers consider when buying socially conscious products.
- Gen Z and Democrats are most likely to look for clean ingredient attributes and those like it.
- Companies focusing on charitable donations, minority-owned and B-corp certified were not highly considered factors.
- However, a third (32%) of respondents said they will switch brands if the company does not align with their values. (Democrats, wealthier Americans, Millennials, parents and males are more likely to have this sentiment.)
- Those who are purchasing sustainably sourced items say they are more budget conscious than six months ago.
Provoke Insights conducted a 15-minute survey among Americans ages 21-65 in the spring. A random stratified sample was used and weighted based on household income, age, gender, geography, ethnicity and children in the household to represent the U.S. population.
Download the full report here.