Nearly Half of U.S. Consumers Purchase Sustainable Products, Survey Finds

A recent survey conducted by GlobeScan in partnership with Trellis reveals a significant and growing consumer interest in sustainable products across the United States. The research, based on responses from over 1,000 Americans in March 2025, highlights key trends in eco-conscious shopping habits and opportunities for brands.

Key Findings

• 49% of Americans reported buying an environmentally friendly product in the past month, marking a 6% increase since August 2024.
• Only 15% of respondents showed no interest in sustainable products.
• Over one-third of consumers expressed a desire to purchase sustainable items but were deterred mainly by price, limited awareness, and lack of availability.
• Consumers typically identify sustainable products through recyclable packaging, recognized certifications or labels, and the materials or ingredients used.

Consumer Demand Remains Strong Despite Political Climate

The survey’s results demonstrate resilient and rising demand for sustainable products, even within a shifting political environment that may not always favor environmental initiatives. This underscores a growing consumer commitment to express environmental and social values through purchasing decisions.

Opportunities for Brands

Brands that ensure their sustainable offerings are both accessible and credible stand to build long-term consumer loyalty and trust. Meeting the unmet demand by addressing common barriers—such as affordability and awareness—can enable companies to capture greater market share while advancing sustainability goals.

About the Survey

This data was collected from March 25 to March 28, 2025, engaging a representative sample of U.S. consumers to understand behaviors and attitudes toward sustainability in retail.

Source: Alana Duval/GlobeScan via Trellis, May 2025
Author: Tove Malmqvist, GlobeScan Research Manager

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