A survey by McKinsey shows that almost half of Germans have been spending more money on fair or more environmentally friendly products since the pandemic. But price is also important: two thirds would buy more if sustainable products were cheaper. Every second respondent states that they consciously choose new products "in order to reduce the ecological footprint and make a contribution to society.” According to the survey, 27 percent consciously save in other areas in order to be able to afford sustainable products.
The age of the respondents plays a major role. The younger the consumers are, the more they value sustainability. In Generation Z (15 to 23-year-olds), 60 percent are willing to pay more. 18 percent of them stated that they would accept a price premium of more than 20 percent. For women it is 52 percent, for men 49 percent.