Paying more for sustainable products by generation UK 2021

In a rolling survey conducted in the United Kingdom between April 2020 and April 2021, more than two-thirds of Gen Z consumers stated that they would be willing to pay more for food and drink products that are environmentally friendly. In contrast, that figure stood at around 53 percent for Baby Boomers.

Grocery shoppers who would pay more for environmentally friendly products in the United Kingdom in 2021, by generation

Characteristic	Share of respondents
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Release date

April 2021

More information

Region

United Kingdom

Survey time period

April 2020 to April 2021

Special properties

Respondents were mainly or partly responsible for grocery shopping for their household

Method of interview

Online interview

Supplementary notes

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data referenced is based on a sample size of 2,699 to 86,576 people.

Original survey question: "Please state your level of agreement with the following statement: I don't mind paying more for products that are good for the environment."

The source defines Gen Z as being born after 2000, Millennials between 1982 and 1999, Gen X between 1965 and 1981, and Baby Boomers between 1946 and 1964.

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