Shoppers will pay nearly 10% more for sustainable products
A global survey from PwC shows shoppers remain committed to sustainability, even as rising bills and inflation reshape spending habits.
Consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods despite ongoing cost of living pressures, according to PwC’s 2024 Voice of the Consumer Survey.
The research, based on the views of more than 20,000 consumers across 31 countries and territories, found that sustainability continues to influence purchasing decisions even as inflation weighs heavily on household budgets.
One-third (31%) of consumers cited inflation as the biggest risk to their consumption habits over the next year. Meanwhile, 62% expect groceries to represent their most significant spending increase over the next six months as essential goods become more expensive.
Despite this, more than four-fifths (80%) of consumers said they are willing to pay more for sustainably produced or sourced products.
Sustainability remains a priority
PwC’s findings suggest that climate concerns are playing an increasingly visible role in shaping consumer behaviour. Almost nine-in-ten respondents (85%) said they are experiencing the disruptive effects of climate change in their daily lives.
As a result, 46% said they are buying more sustainable products to reduce their environmental impact.
Consumers are also taking other personal actions. These include making more considered purchases to reduce overall consumption (43%), eating different foods (32%), and travelling less or differently (31%). Around 24% said they have purchased, or are planning to purchase, an electric vehicle.
When assessing sustainability claims, consumers said they look for tangible attributes such as production methods and recycling practices (40%), eco-friendly packaging (38%), and evidence that brands have a positive impact on nature and water conservation (34%).
However, while consumers say they are willing to pay an average premium of 9.7% for products that meet environmental criteria — including locally sourced goods, recycled materials and lower-carbon supply chains — PwC notes that inflation and broader economic volatility may limit how often that willingness translates into actual spending.
Sabine Durand-Hayes, Global Consumer Markets Leader at PwC France, said: “Consumers are increasingly feeling the squeeze of inflation and rising prices in essential goods such as groceries, however in that context, they are prioritising products that are sustainably produced and sourced. Even as consumers look to cheaper, generic options for essentials, they nevertheless cite a willingness to pay 9.7% more for sustainability.
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“In the year ahead, companies must achieve a delicate balance between consumer affordability and environmental impact if they are to source and retain consumers. They will also need to bolster their digital engagement and service-delivery, particularly as more consumers purchase products directly through social media.”
Social media reshaping buying habits
The survey also highlighted the growing influence of social media on purchasing decisions.
Almost half (46%) of consumers said they had bought products directly through social media platforms, up from 21% in 2019. Meanwhile, 67% use social media to discover new brands, and 70% look for reviews to validate a company before making a purchase.
Influencers also remain a factor in consumer decision-making, with 41% of respondents saying a celebrity or influencer has affected their decision to buy a product.
However, concerns about data privacy remain high. PwC found that 83% of consumers consider the protection of their personal data to be one of the most important factors in building trust with companies, while 80% want assurances that their personal information remains private. Only 52% said they feel confident in understanding how their data is stored or shared.
Champagne houses highlight sustainability efforts
The findings come as drinks brands increasingly emphasise sustainability credentials in response to consumer demand.
For example, Champagne houses including Telmont, Piper-Heidsieck and Rare Champagne have introduced initiatives aimed at reducing environmental impact.
Champagne Telmont recently introduced a 1,600-gram lightweight magnum bottle, which the house says cuts carbon emissions by almost 7.5%. The producer has also committed to converting 100% of its estate and partner vineyards to organic and regenerative agriculture by 2031 and reaching Net Zero by 2050.
Piper-Heidsieck and Rare Champagne have also reduced their carbon footprints. The houses reported a 34% drop in direct carbon emissions, a 70% reduction in upstream transport, a 25% decrease in business travel and a 33% reduction in electricity consumption in 2024 compared to 2019.
Both Piper-Heidsieck and Rare Champagne achieved B Corp certification — Piper-Heidsieck in 2022 and Rare Champagne soon after — with both houses recertified in October 2025.
Telmont has also achieved ROC certification after third-party audits confirmed its vineyards met standards for soil health, biodiversity and fair labour practices.
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