Global Shoppers Show Willingness to Pay 9.7% More for Sustainable Products Despite Inflation

Consumers around the world are showing a strong commitment to sustainability, even as inflation and higher living costs continue to affect household budgets. According to PwC’s 2024 Voice of the Consumer Survey, shoppers are willing to pay an average premium of 9.7% for products that are sustainably produced or sourced. The survey gathered responses from more than 20,000 consumers across 31 countries and territories, providing a broad view of current consumer attitudes.

The research found that 80% of respondents said they would pay more for sustainable goods, despite ongoing economic pressures. Inflation remains a significant concern, with 31% of consumers identifying it as the biggest risk to their spending habits in the coming year. Additionally, 62% expect their grocery bills to rise most sharply over the next six months as prices for essential goods increase.

Sustainability continues to influence purchasing decisions. The survey revealed that 85% of consumers feel the effects of climate change in their daily lives. This has led 46% to buy more sustainable products in an effort to reduce their environmental impact. Other actions include making more thoughtful purchases to cut overall consumption (43%), changing eating habits (32%), and altering travel patterns (31%). About 24% have either bought or plan to buy an electric vehicle.

When evaluating sustainability claims, consumers look for clear evidence such as production methods and recycling practices (40%), eco-friendly packaging (38%), and proof that brands support nature and water conservation (34%). While many say they are willing to pay nearly 10% more for sustainable products—including those made with recycled materials or sourced locally—PwC notes that actual spending may be limited by inflation and economic uncertainty.

Sabine Durand-Hayes, Global Consumer Markets Leader at PwC France, commented on the findings, noting that while consumers are feeling financial pressure, they still prioritize sustainably produced goods. She emphasized that companies will need to balance affordability with environmental responsibility if they want to attract and retain customers. Durand-Hayes also highlighted the importance of digital engagement, as more consumers are buying directly through social media platforms.

The survey showed that social media is playing a larger role in shaping buying habits. Nearly half (46%) of respondents have purchased products directly through social media, up from 21% in 2019. A majority use these platforms to discover new brands (67%) and check reviews before making purchases (70%). Influencers also have an impact, with 41% saying a celebrity or influencer has influenced their buying decisions.

Despite this shift toward digital shopping, concerns about data privacy remain high. The survey found that 83% of consumers consider personal data protection crucial for building trust with companies, and 80% want assurances about how their information is handled. However, only 52% feel confident in understanding how their data is stored or shared.

In response to growing consumer demand for sustainability, drinks brands—especially Champagne houses—are highlighting their environmental efforts. Champagne Telmont has introduced a lightweight magnum bottle that reduces carbon emissions by almost 7.5%. The house aims to convert all its vineyards to organic and regenerative agriculture by 2031 and reach Net Zero by 2050.

Piper-Heidsieck and Rare Champagne have also reported progress in reducing their environmental impact. Both houses achieved a 34% drop in direct carbon emissions, a 70% reduction in upstream transport emissions, a 25% decrease in business travel, and a 33% reduction in electricity use between 2019 and 2024. Both brands earned B Corp certification—Piper-Heidsieck in 2022 and Rare Champagne soon after—and were recertified in October 2025.

Telmont has received ROC certification after third-party audits confirmed its vineyards meet standards for soil health, biodiversity, and fair labor practices. These efforts reflect a broader trend among beverage producers who are responding to consumer expectations for transparency and environmental responsibility.

As inflation continues to shape spending habits worldwide, the willingness of shoppers to pay more for sustainable products signals a lasting shift in consumer values. Brands across industries are likely to face increasing pressure to demonstrate real progress on sustainability if they want to maintain customer loyalty in a changing market.