This statistic presents the share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, broken down by generation. Among those surveyed, 34 percent of those in the Generation Z (aged between 16 and 24 years) said they would pay 20 percent or more for an ethical product. This share fell as the age of respondents increased, with only five percent of the Generation BB (over 55 years) making the same claim.
Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation*
* The source defines the following generational groups as:
Generation Z: age group of 16 to 24 year olds.
Generation Y: age group of 25 to 34 year olds.
Generation X: age group of 35 to 54 year olds.
Generation BB: age group of over 55 year olds.
** The source does not specify the exact date of survey.
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.
EY. (March 5, 2018). Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation* [Graph]. In Statista. Retrieved February 19, 2025, from https://www.statista.com/statistics/917281/willingness-to-pay-more-for-ethical-products-united-kingdom-uk/?__sso_cookie_checker=failed
EY. "Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation*." Chart. March 5, 2018. Statista. Accessed February 19, 2025. https://www.statista.com/statistics/917281/willingness-to-pay-more-for-ethical-products-united-kingdom-uk/?__sso_cookie_checker=failed
EY. (2018). Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation*. Statista. Statista Inc.. Accessed: February 19, 2025. https://www.statista.com/statistics/917281/willingness-to-pay-more-for-ethical-products-united-kingdom-uk/?__sso_cookie_checker=failed
EY. "Share of Consumers Willing to Pay 20 Percent or More for An Ethical Product in The United Kingdom (Uk) as of 2017, by Generation*." Statista, Statista Inc., 5 Mar 2018, https://www.statista.com/statistics/917281/willingness-to-pay-more-for-ethical-products-united-kingdom-uk/?__sso_cookie_checker=failed
EY, Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation* Statista, https://www.statista.com/statistics/917281/willingness-to-pay-more-for-ethical-products-united-kingdom-uk/?__sso_cookie_checker=failed (last visited February 19, 2025)
Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation* [Graph], EY, March 5, 2018. [Online]. Available: https://www.statista.com/statistics/917281/willingness-to-pay-more-for-ethical-products-united-kingdom-uk/?__sso_cookie_checker=failed