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Impacts of sustainability on buying decisions in the Nordics 2018

A share of 73 percent of Swedes stated that they were influenced by sustainability when it comes to buying decisions according to a survey conducted from November 2017 to January 2018. With a share of 72 percent, respondents from Finland noticed impacts of sustainability on buying decisions as well, followed by 70 percent of Norwegians and 62 percent of Danes. Additionally, 42 percent of Swedish respondents were willing to pay a ten percent price premium for more sustainable products.

Importance of sustainability in Sweden

As of March 2019, 66 percent of Swedish respondents believed that sustainability in general was a very important topic to them. By comparison, only one percent said that sustainability is to a very small extent or even not at all important.

 In which industry do Swedes consider sustainability as most important?

In 2018, Swedes said they wanted companies from especially the food industry to focus on sustainability. In this industry, they think it is important that companies develop products with the greatest possible sustainability focus (in consideration of animals, people and environment). It was ahead of industries such as beauty and health industry, clothes/ shoes/ accessories industry or electronics/ IT/ white goods industry.

Does sustainability influence your buying behavior?

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Release date

April 2018


Denmark, Finland, Norway, Sweden

Survey time period

November 2017 to January 2018

Number of respondents

40,000 respondents

Age group

16-70 years

Method of interview

Online survey

Supplementary notes

The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.

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Statistics on "Facebook in the Nordic countries"

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