Gen Z preference for eco-friendly products Canada and U.S. 2019

In 2019, almost 60 percent of surveyed Gen Z consumers in the United States and Canada stated that they prefer purchasing environmentally sustainable products.


Products with the Fairtrade label on them are certified by Fairtrade Standards, which translates to better deals and working conditions for the workers and farmers responsible. In 2018, Fairtrade International products generated about 10 billion U.S. dollars’ worth of revenue, which is an increase of almost one and a half billion, compared to the previous year. An example of a product doing well is ice cream: revenue generated from Fairtrade ice cream has increased with each consecutive year in Germany between 2011 and 2018.

Ethical product choices

People around the world have become much more aware of the fact that there is a lot of injustice and suffering caused by the brands they know and buy in stores. Examples of injustice include the maltreatment of animals, environmental destruction, and the exploitation of workers across the globe. Being more aware of the issues, as well as a willingness to pay extra, have led people to make ethical decisions about what brands to purchase from. In Belgium, for instance, just over 60 percent of consumers were willing to pay more for ethical food products in 2019.

Generation Z consumers who prefer shopping for environmentally sustainable products in Canada and the United States in 2019

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Release date

October 2019


North America

Survey time period


Number of respondents

1,500 respondents

Age group

18 years and older

Supplementary notes

The source did not provide a date of survey.
Of the 1,500 respondents 450 were Canadians.

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Statistics on "Sustainable food industry"

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