posted at 20:50
Author: Matt Petronzio
Consumers Are Willing to Pay More for Sustainability [CHART]
If you knew purchasing certain products and services helped save the planet, would you pay more for them? According to a recent report from Nielsen, most of the world's consumers would. A global average of 55% of respondents in Nielsen's corporate social responsibility survey said they were willing to pay extra when companies are committed to positive social and environmental impact. Respondents in the Asian-Pacific region were most willing to pay more for products with social-good benefits, surpassing the global average at 64%. European respondents seemed the least willing, at 40%. While many companies' dedication to social responsibility and sustainability are genuine, consumers should always take "Greenwashing" into account - that is, when a company markets itself as charitable, only to draw in customers. If a clothing company gives proceeds toward an environmental cause, but uses harmful chemicals during manufacturing, or doesn't pay its workers a living wage, those proceeds don't make as much of a positive impact as you might think. The following chart, created by statistics portal Statista, shows the percent of survey respondents across five regions who are willing to pay extra for socially responsible companies' goods. Have something to add to this story? Share it in the comments.

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