Case Study: Sustainability Stand-Off: Confusion on the journey toward more sustainable eCommerce operations
PFS
Countries: USA, UK
Number of interviews: 4,000 consumers; 200 business decision-makers
Respondent profile:
- nationally representative sample of adults aged 18+
- directors or above working for a retailer or consumer brand that sells online direct to consumers or via online marketplace websites with annual sales revenue of more than $15 million/£10.5 million
Building on prior research, PFS set out to examine the current landscape of sustainability to understand how it’s being prioritized by both consumers and brands. This initiative aims to position PFS as a thought leader, guiding retailers in meeting consumer expectations while achieving their own sustainability goals.
Key Takeaways
- Pricing and Delivery as Priorities: When choosing an online retailer or brand, most consumers (32%) prioritize competitive prices, with fast delivery as a secondary factor (12%). However, this doesn’t mean sustainability should be overlooked. Nearly one-third of consumers (30%) expect that regulations will ensure sustainability standards are met. As awareness grows, falling behind on sustainability could pose risks to retailers.
- Retailer Awareness: Many retailers recognize they have room for improvement, especially as industry leaders set high standards. In fact, 60% of retailers feel they are lagging behind their competitors in implementing sustainable practices across their operations.
- Sustainability in the Entire Experience: Purchasing a “green” product creates expectations for a sustainable delivery and unboxing experience as well. Retailers and brands should adopt a holistic approach to sustainability, considering how to reduce their impact at every stage of the supply chain.
- Consumers vs. Retailers – A Standoff on Costs: Consumers want to make sustainable choices but often question whether higher prices are justified, suspecting that retailers might be profiting from sustainability claims. Meanwhile, retailers aim to retain customers without absorbing all the costs of sustainability. To win consumer trust, brands need to better communicate the real investments required for more sustainable practices