Swedish Consumer Insights on Sustainability 2024

This research report presents findings from a study conducted by Kantar Media focusing on Swedish consumer attitudes towards sustainability in retail for the year 2024. The report outlines key factors influencing consumer behavior, including cost concerns, the shift towards second-hand goods, and the perception of retailer responsibility for sustainability. It details that a significant portion of consumers view sustainable products as expensive, with over 50% identifying price as a major barrier to sustainable shopping. The report also highlights that while many consumers express a willingness to pay more for sustainable options, there exists a gap between attitudes and actual purchasing behavior. Furthermore, the document discusses gender differences in sustainability preferences, noting that women are more inclined to prioritize sustainability but are also more sensitive to price. Retailers are encouraged to adopt strategies that address these consumer insights to better align their offerings with evolving consumer expectations.