Consumer Buying Trends for Sustainable Products — Insights from Deloitte US

Deloitte’s report, Unpacking the Sustainability Dilemma: How Consumer Values Become Choices, coauthored with the Ad Council, delves into the complex behaviors of consumers regarding sustainable purchases, especially in food. It uncovers the persistent gap between consumers’ sustainability values and their actual shopping decisions, offering valuable guidance for brands to bridge this divide effectively.

Key Findings on Consumer Behavior

1. Personal Interests Trump Sustainability

• Consumers prioritize taste, value, and quality over sustainability when purchasing food.
• Sustainability is most valued when linked to personal and family health benefits.
• Despite positive views on sustainability, these factors usually rank behind immediate personal benefits.

2. Pricing Remains a Critical Barrier

• High prices of sustainable products deter many consumers.
• Price sensitivity often outweighs brand loyalty and eco-friendly credentials at the point of purchase.
• Promotions or coupons can encourage sustainable purchases but excessive discounts risk consumer skepticism, as lower prices are not typically associated with sustainability.

3. Consumer Perceptions of Sustainability Are Specific

• Consumers equate sustainability primarily with:
  • "Best option for the environment"
  • "Eco-friendly"
  • "Natural ingredients"
  • "Carbon neutral certified"
  • "Organic"
• Attributes like company size, ownership, or product price tend not to signal sustainability for consumers.
• Concrete information about environmental and social benefits of products influences purchase decisions more effectively than abstract claims.

4. The Persistent "Say-Do" Gap

• There remains a significant difference between consumers’ expressed desire to buy sustainable products and actual buying behavior.
• Sustainable food purchases have increased only modestly and largely in categories connected to health.
• Budget constraints heavily influence these behaviors, reinforcing the need for brands to clearly communicate the intersection of health, environmental impact, and value.

5. Trust is the ‘Currency’ of Sustainability

• Consumers are willing to pay more for sustainable products if they trust the brand and perceive genuine commitment.
• Building trust requires transparency and consistent demonstration of real sustainability efforts rather than marketing rhetoric.

Implications for Brands and Retailers

• Lead with Personal Health & Value Messaging: Brands should emphasize how sustainable products benefit personal well-being and offer good value to connect more deeply with consumer priorities.
• Use Transparent & Specific Claims: Provide clear, verifiable information about sustainability efforts to align with consumer expectations.
• Address Price Sensitivity Strategically: Offer targeted promotions without undermining the perceived quality or authenticity of sustainability claims.
• Build and Maintain Trust: Invest in authentic sustainability initiatives and communicate progress openly to enhance consumer confidence and loyalty.

Conclusion

While consumers show increasing awareness and positive attitudes toward sustainability, their actual purchase decisions remain anchored in personal benefit and price. Sustainable brands need to navigate this “sustainability dilemma” by authentically connecting environmental and social values with consumer-centric benefits—health, taste, and cost-effectiveness—and building unwavering trust. This approach will be crucial for driving meaningful growth in the sustainable products market.

For more details and practical strategies, explore Deloitte’s full report: Unpacking the Sustainability Dilemma

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