Consumers worldwide are willing to take a stand on sustainability when making purchase decisions, an IBM study finds.
In March 2021, the IBM Institute for Business Value surveyed over 14,000 people in nine countries (United Kingdom, United States, Canada, Germany, Spain, Mexico, Brazil, China and India). The intention of the study was to reveal to what extent environmental consciousness drives global consumers.
Results showed that 54% of consumers are willing to pay a premium for sustainable products, irrespective of pressure occasioned by pandemic related financial insecurity.
