The willingness to pay for sustainable products has increased universally since 2011. On a global scale, the percentage of consumers willing to pay a premium for sustainable products and services increased from 45% in 2011 to 55% in 2014. Surprisingly however, the willingness to pay more is the lowest in the richest parts of the world, namely North America and Europe where only 42% and 40%, respectively, are willing to accept higher prices for products from socially responsible companies.
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