Despite tough economy - consumers in five countries remain positive about paying more for sustainable products
Economic realities have clearly influenced the responses in this year's edition of the Circular Voice survey, part of the Circular Initiative collaborative arena, which will be livestreamed from the big event at Münchenbryggeriet in Stockholm on November 14. For example, one in four of the 5,000 consumers surveyed in the Nordic region and Poland have bought fewer recyclable products this year - but one out of five are still willing to pay more for such a product.
The aim of Circular Voice is to gain consumer insights relevant to manufacturing companies and other actors striving for greater circularity. Therefore, once again consumers in Sweden, Denmark, Finland, Norway and Poland have been asked to give their views on sustainability and recyclable products.
Regardless of country, it is clear that inflation and cost increases over the year have clearly affected consumers' possibilities, although they still put a lot of importance on sustainable products.
- One in four consumers (25%) have bought fewer recyclable products compared to last year.
- Fewer than last year - 20% compared to 23% - are willing to pay more for a recycled or recyclable product.
- 70% consider it important to have a wide choice of products for a sustainable and climate-smart lifestyle.
Five countries remain resolute in pursuit of sustainability
“Consumers in all the countries we surveyed are clear that they want to be able to buy goods that contribute to increased circularity. But the obstacles are still too many. Not least the lack of clear labeling and other information. Personal financial situation can also get in the way of our ambitions, as this year's survey clearly shows. This also points to a common misconception that sustainable products are always more expensive. In fact, for some products, the opposite is true. However, a poorer supply can contribute to maintaining that image,"
- Anna Sundell, Head of Sustainability & Communications at the Stena Metall Group
Regardless of the market, the results show that a larger proportion of consumers with lower incomes have reduced their purchases of recyclable products during the year. Among people with higher incomes, this effect is smaller.
ABOUT THE CIRCULAR INITIATIVE
This year marks the fifth edition of the Circular Initiative, which brings together innovative leaders from industry, technology, business, academia and politics. The theme this year is Scaling Up, which means turning bold ideas into reality and bringing promising prototypes into production. Simply put: Time to take the leap into the loop and make circularity a profitable business. On stage this year, Investor AB, Electrolux, ABB and Alfa Laval, among others, will share their lessons and challenges from recent years. New partners such as Outokumpu and Vestas will also share their challenges and collaborations.
ABOUT THE SURVEY
5,064 consumers aged 18-65 in Norway, Sweden, Denmark, Finland and Poland participated in the survey conducted by Origo Group in May 2023. 1,011 consumers participated in Sweden. The full Circular Voice 2023 report will be presented on November 14 at the Circular Initiative conference.
How have this year's price increases for products and services affected your purchase of recycled products?
1 - I have bought significantly fewer such products/services
5 - I have purchased significantly more such products/services
|
|
Total |
Sweden |
Norway |
Denmark |
Poland |
Finland |
|
1 |
12% |
13% |
12% |
7% |
13% |
11% |
|
2 |
13% |
16% |
12% |
14% |
11% |
18% |
|
3 |
48% |
47% |
45% |
49% |
47% |
54% |
|
4 |
20% |
18% |
22% |
21% |
21% |
14% |
|
5 |
8% |
6% |
9% |
9% |
8% |
3% |
Number of people who bought fewer recycled products
|
Men |
Women |
18–29 years |
30–39 years |
40–49 years |
50–65 years
|
Income |
Income |
Income |
Income |
|
23% |
28% |
27% |
24% |
24% |
25% |
27% |
23% |
25% |
17% |
How important is it to you that there are many products available for a sustainable/climate smart lifestyle?
1 - Not at all
5 - Very important
|
|
Total |
Sweden |
Norway |
Denmark |
Poland |
Finland |
|
1 |
4% |
5% |
8% |
6% |
3% |
5% |
|
2 |
5% |
5% |
9% |
7% |
4% |
6% |
|
3 |
20% |
24% |
26% |
24% |
17% |
25% |
|
4 |
31% |
34% |
34% |
32% |
30% |
36% |
|
5 |
39% |
31% |
24% |
31% |
47% |
28% |
What are you prepared to pay for a product that is made from recycled materials and can be recycled?
|
|
Total |
Sweden |
Norway |
Denmark |
Polande |
Finland |
|
Less |
11% |
12% |
14% |
11% |
10% |
12% |
|
Same amount |
70% |
68% |
69% |
67% |
70% |
75% |
|
More |
20% |
21% |
17% |
22% |
20% |
13% |
|
|
2022 |
2023 |
|
Less |
9% |
11% |
|
Same amount |
68% |
70% |
|
More |
23% |
20% |
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