In 2022, just over ** percent of consumers in the United Kingdom (UK) stated they would be willing to pay at least ten percent more for products if the items in question were considered sustainable. At nearly ** percent, UK millennials were most keen to pay more for sustainability, while the same was only true for about ************** of Generation X consumers.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
First Insight. (April 1, 2022). Willingness of consumers to spend more on sustainable products in the United Kingdom (UK) in 2022, by generation [Graph]. In Statista. Retrieved July 18, 2025, from https://www.statista.com/statistics/1318317/willingness-to-spend-more-on-sustainability-by-generation/
First Insight. "Willingness of consumers to spend more on sustainable products in the United Kingdom (UK) in 2022, by generation." Chart. April 1, 2022. Statista. Accessed July 18, 2025. https://www.statista.com/statistics/1318317/willingness-to-spend-more-on-sustainability-by-generation/
First Insight. (2022). Willingness of consumers to spend more on sustainable products in the United Kingdom (UK) in 2022, by generation. Statista. Statista Inc.. Accessed: July 18, 2025. https://www.statista.com/statistics/1318317/willingness-to-spend-more-on-sustainability-by-generation/
First Insight. "Willingness of Consumers to Spend More on Sustainable Products in The United Kingdom (Uk) in 2022, by Generation." Statista, Statista Inc., 1 Apr 2022, https://www.statista.com/statistics/1318317/willingness-to-spend-more-on-sustainability-by-generation/
First Insight, Willingness of consumers to spend more on sustainable products in the United Kingdom (UK) in 2022, by generation Statista, https://www.statista.com/statistics/1318317/willingness-to-spend-more-on-sustainability-by-generation/ (last visited July 18, 2025)
Willingness of consumers to spend more on sustainable products in the United Kingdom (UK) in 2022, by generation [Graph], First Insight, April 1, 2022. [Online]. Available: https://www.statista.com/statistics/1318317/willingness-to-spend-more-on-sustainability-by-generation/
