Retailers could be risking long-term consumer loyalty if their sustainability efforts aren’t genuine and they ‘greenwash’ commitments, according to a new report from Retail Technology Show.
The research reveals that 47% of consumers already actively buy more from brands they perceive to be sustainable, rising to 65% of Gen Z demographics.
Demand for ‘green’ retailing among shoppers is also growing, with 60% saying retailers’ commitment to sustainability would become more of an important factor in their buying decisions over the next five years, rising to 67% of 18-25 year olds.
