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Report: Swedish consumers & sustainability 2024

Consumers are prioritizing sustainability. But to what extent? Are they willing to pay more for a more sustainable option when shopping? Well, this research says yes, and it’s got some fascinating insights to share.

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Consumer insights report 2024

  • 55% are willing to pay extra for sustainable products …
  • …yet 50% say that price is a significant obstacle when wanting to shop sustainably
  • Swedes prefer to shop for second-hand goods instead of spending extra on sustainably produced items
  • It’s up to companies or the government, not consumers, to take the lead in responsibility

Wondering how these beliefs will impact your business?

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