2024 Australian Consumers' Sustainability Study
With various factors influencing the purchasing decisions of Australians in 2024, where does sustainability stand? In March 2024, Research Ink conducted a representative survey of 1,250 adult Australian consumers via an online panel [1], to better understand what role sustainability plays in their purchasing attitudes and behaviours.
The research found that almost 2 out of 3 Australian consumers felt to some extent that environmental issues will have an impact on their lives, expressed some level of concern about the environment and had worries about the impact on future generations.
For those less concerned about the environment, there was a belief that environmental issues have been exaggerated (around 1 in 4) and that there are more important things to worry about (around 1 in 5).
There’s a lot to think about…
Not surprisingly, price was the most important criterion driving day-to-day purchasing decisions [2] (nominated by around 9 in 10), followed by product quality (around 3 in 4). Just over 1 in 4 stated sustainability was important, with the leading motivator for these ‘sustainably conscious’ consumers their concerns for wildlife and nature.
Actions speak louder than words…
Even though sustainability was not a top consideration when making day-to-day purchases, a much higher proportion of Australian consumers (almost 2 in 3), had purchased sustainably in at least one day-to-day product category, either often or always in the 3 months prior to being surveyed.
The younger generation was significantly more likely to do so, as well as Victorians, females, and those from higher income households. The latter finding may reflect more flexibility with their household budgets, with expense the number one barrier to purchasing sustainably and verbatim feedback indicating that sustainability can get lost amongst more pressing concerns.
Paper, baby and cleaning products were the biggest winners for sustainability, purchased often or always by around 1 in 2.
It’s not easy being green…
When it came to making sustainable purchase decisions, there was an equal proportion of Australian consumers feeling confident and overwhelmed (both around 2 in 5). Among those feeling overwhelmed, more than 1 in 4 mentioned this was driven by distrust of the sustainable claims made by companies.
The expectation that sustainable products are more expensive was the greatest barrier to purchasing sustainably, nominated by more than 1 in 2.
Outside of expense, many Australian consumers are also experiencing difficulties working out what is sustainable (almost 1 in 3 cited as a barrier) and / or are sceptical of sustainability claims / brands (at just over 1 in 4). This is particularly true of older Australians / retirees. More clear / transparent labelling could assist in this area.
Almost 2 in 3 indicated they would buy more sustainable alternatives if it was easier.
Consumers are not without hope…
Over 2 in 3 Australian consumers considered sustainability the way of the future, with almost 3 in 4 believing that if people were more environmentally responsible, it would make a difference.
Perceptions of who is accountable varied. Some consumers believe that organisations are largely responsible, in particular manufacturers and the Government. However, others believe that it needs to be a collective effort, with both individual consumers and organisations needing to contribute to a sustainable future.
Understanding consumer segments…
Finally, Research Ink identified four different segments, based on attitudes towards sustainability: the Eco Champions, Eco Whelmed, Passive Observers and Sustainability Sceptics. By understanding the beliefs, motivations and behaviours of these segments, we hope that Australian brands looking to support and encourage sustainable purchasing can develop strategies to do so. If you would like to read through the full report or find out more about the results of this segmentation, it is available through this link.
If you have any questions or are interested in Research Ink conducting a research piece for you, please get in touch through our talk to us page.
- Lightspeed Research
- Day-to-day purchases included: personal Care / Beauty Products, Cleaning Products, Paper Products, Food / Kitchen Storage Products, Baby Products, Pantry / Fridge Essentials, Snacks / Drinks, Fashion / Footwear, Homewares, Electronics / Tec