The moment of truth comes when a consumer decides to buy or not. The Circular Voice, Stena Recycling's survey, shows that 40% of consumers reject products or brands they don’t consider to be sustainable. 86% will pay the same, or more, for products made from recycled materials that can also be easily recycled at the end of their lifecycle.

A majority want products that enable a climate-smart lifestyle

Lifestyle plays a significant role in consumption. Factors including function, price, status and build quality affect perceptions of sustainability. In our survey, 74% considered it important, or very important, that there’s a wide range of products that enable a climate-smart lifestyle.

Stena Recycling is helping the business community meet the demands of customers who want to lead a climate-smart lifestyle. Supplying recycled raw materials is one way we achieve this. Our expertise in circular product design and advanced processes that increase recycling rates are also significant contributions. These activities help to reduce the climate impact of products, which are also easier to recycle and become raw material resources for new circular products.

Willingness to shop sustainably

In our survey, 65% were willing to fully, or significantly, alter their buying behavior to match their values regarding sustainability. Only 8% were unwilling, or only partially willing, to alter their consumption.

Products made from recycled material, that are also recyclable, affect price sensitivity. While 64% thought these products should cost no more than non-sustainable goods, 22% were willing to pay more.

Barriers to sustainable consumption

We also asked consumers what they perceived as the main obstacles to buying products made from recycled material. 27% of those surveyed considered inadequate product labeling the primary barrier.

These factors are of interest as they reveal the problems consumers face when deciding which products to buy. Insufficient labeling leads to uncertainty among consumers, who are actively seeking guidance in order to buy sustainable products.

In our survey, a 52 % majority believed there is an insufficient, or unsatisfactory, supply of products that enable a sustainable or climate-smart lifestyle. This reveals the potential for companies to introduce products that meet consumer demand. 26 % believed that product availability was the second largest obstacle to shopping sustainably.

– Clear, easily-comparable information will help consumers make better choices. There is often confusion, for example, between recycled and recyclable products. Another important aspect is the proportion of recycled material used in products. Often, recycled and primary materials are used in combination to achieve specific product requirements”, says Stina Klingvall, Consultant at Stena Circular Consulting.

40% reject non-sustainable brands and products

In our survey, respondents were also asked whether they actively reject products and brands that don’t meet their expectations regarding sustainability. The results show that 40% reject products or brands that don’t match their values. This represents 26 million consumers, in the five countries we targeted, that actively rate products or brands according to sustainability values.

Consumers expect more from manufacturers

In our survey, only 48% believed there are enough climate-smart products currently available. Companies have a primary role to play in increasing the use of circular materials in products.

Read more                   

Recycled and recyclable products

Consumers have high confidence in recycled raw materials. 69% consider a product’s recyclability to be important.

Read more                  

Campaign start page

Let's make things better. Together.Materials form the basis of everything we make and use - from homes and bridges to cars and mobile phones. 

Read more