Spaniards, willing to pay more for sustainable products

Citizens who would pay up to 5% more for sustainable products and services are on the rise. This is one of the consequences of the pandemic having changed the habits of more than half of Spaniards who now lead a lifestyle that is more aware of the impact of their actions on the environment, according to Essity’s Green Response Report.

Since the emergence of the COVID-19 pandemic in our lives almost two years ago, many Spaniards have changed their routines and bet on leading a more sustainable and environmentally friendly lifestyle.

And it is that, as the Green Response Report of Essity, in recent years the level of awareness of Spaniards about the impact that their actions have on the environment has increased notably. This awareness of their ability to influence the environment leads 61% of those surveyed to be optimistic about the possibility that their actions have a positive influence on slowing down global warming.

In this sense, 53% consider that reducing the environmental impact it is the responsibility of all the actors involved, something that leads 48% to think that governments should establish a system of bonuses and penalties for companies in order to positively influence the environment.

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At the level of citizenship, this awareness is leading to a change in more sustainable routines among Spaniards that greatly contributes to minimizing environmental impact. According to the aforementioned report, 73% of Spaniards confirm that they now recycle more than before the pandemic, and 50% have reduced food waste.

Likewise, the lower energy consumption according to 48% of those surveyed, and the purchase of sustainable products with environmentally friendly packaging, in 45% of cases, confirms these changes in the way of proceeding in a more sustainable way.

This is confirmed by José Ramón Iracheta, country manager of Essity Iberia, who highlights this greater awareness of the effect of individual actions on the environment, which leads to “We are becoming more aware citizens and activists”.

Bet on sustainable shopping

The data from the Green Response Report indicate that, since the beginning of the pandemic, 57% of Spaniards have led a more sustainable lifestyle and, therefore, the profile of citizens who have changed their habits has undergone an evolution.

A man between the ages of 41 and 60, with secondary education, working full time and living in the city with his partner and children. This is how the study draws the profile of this citizen who comes out of the pandemic with a greater awareness of the impact of their actions on environmental improvement.

Habits like recycling, reduced food waste or energy consumption set your profile. But also that you are experiencing changes in your buying habits since you would be willing to pay up to 5% more for products and services that are more sustainable and respectful with the environment.

Thus, 49% consider that having environmental certifications, and 48% with information on the impact of the product on the environment, are the main criteria they take into account when choosing their products.

This means that, as the report cites, Spanish citizens are willing to spend up to 9% more than their annual budget on more sustainable products. As José Luis Gallego, environmental communicator, explains, “We have all learned that taking care of the planet is also the best way to take care of ourselves, and that is why more and more of us are willing to act in favor of the environment and against climate change in our daily lives”.

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