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Sustainability consciousness when online shopping in Sweden 2019, by age and gender

As of 2019, 60 percent of women, aged 65 to 79 years reported to have always or very often made conscious choices when they shopped via the internet. In general, Swedish women of all ages seemed to be more conscious regarding sustainability when shopping online. Women between 18 and 29 years who always took sustainability into consideration when online shopping, were 40 percent. In contrast, the corresponding figure for men in that age group was 24 percent. Regarding product categories, grocery online shoppers ranked first when it comes to sustainability importance. Close to 60 percent of the respondents considered sustainability very important when shopping for groceries online.

Sustainability across Swedish brands

    Coop topped the ranking of sustainable brands in Sweden in 2018. The ranking was based on the share of consumers who rated the brand’s performance within environmental and social responsibility. Second in the ranking was the well-known furniture brand IKEA, followed by Lantmännen and Apoteket.

What do consumers find important? 

    In 2019, 17 percent of Swedish online shoppers found it very important to be able to see the production’s impact on the environment. Slightly fewer respondents were interested in seeing delivery’s impact and 14 percent wanted to be able to track production’s process.

Levels of consciousness regarding sustainability when online shopping in Sweden in 2019, by age and gender

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Release date

May 2019



Survey time period

Q1 2019

Number of respondents

7,655‬ respondents*

Age group

18-79 years

Method of interview

Online panel

Supplementary notes

*1,532 respondents in February 2019, 1,506 respondents in March 2019, 1,471 and 3,146 respondents in April 2019.

This question was phrased by the source as follows: "Vad stämmer bäst in på dig när du e-handlar sett till miljöpåverkan, hållbarhet, arbetsvillkor etc.?"

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Statistics on "E-commerce in the Nordics"

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