Germans prefer to go online to find sustainable products


Those who value sustainable consumption and want to buy appropriate products will usually find what they are looking for on the Internet. The stationary trade cannot score here yet and hardly promotes small, regional providers, shows a current survey by the bevh.

It’s such a thing with sustainable consumption. Many consumers are aware of the need, but shy away from the additional work and costs and complain about the lack of selection. After all, four out of ten Germans want to shop more sustainably in the new year, shows a current study by the Federal Association of E-Commerce and Mail Order Germany (bevh).

“Most customers would be willing to buy more sustainable products. Finding an environmentally friendly alternative to a conventional product is, however, associated with additional work. This is especially true for price-sensitive customers who consider sustainable products to be more expensive. They are often only willing to to be interested in an offer when they find a large selection and comparability of prices – and that without having to search long, “explains Daniela Bleimaier, Head of Public Affairs Germany & Regionales at bevh.

Focus on online trading

Good news for e-commerce: when consumers buy sustainable products, they do so primarily on the Internet. Specifically, more than a third (34.0 percent) of consumers buy goods such as clothing made from organic cotton, fairly manufactured products or CO₂-neutral products online. Only 19.2 percent of customers feel that they are in good hands when choosing from stationary retailers. The remaining 46.8 percent of those surveyed showed no preferences.

“Customers benefit from the comparatively large variety of sustainable offers on the Internet. There it is also easier to find products that are outside the mass market and well-known group brands. Less well-known niche providers in particular therefore rely specifically on online channels to get their products to a larger audience at a low-threshold level accessible, “explains Bleimaier.

Niche provider

The Internet as a sales channel is particularly suitable for small, regional providers. Because it is often difficult for them to get their sustainable goods onto the shelves of the large retail chains. The space there is physically limited and is not open to all manufacturers. “For niche providers, online sales – be it through their own shop, on social media or on digital marketplaces – are therefore of great advantage,” said Bleimeier.

About the study design:

The polling company Civey surveyed 1,005 online shoppers on behalf of the bevh between December 16 and 17. The results are representative for residents of the FRG aged 18 and over. The statistical error of the overall results is 5.5 percent.


Source: com! professional by www.com-magazin.de.

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