European consumers increasingly seeking sustainable products, Cargill finds
Survey finds 70 percent of European consumers factor sustainability into purchase decisions.
European consumers look for products with sustainability credentials and are willing to pay more for brands that invest in environmental or social initiatives that align with their beliefs, new research from Cargill reveals.
The research, the results of surveying more than 7,000 consumers across 10 European countries, was designed to gain a deeper understanding of consumers’ sustainability perceptions, intentions and declared behaviors, providing a guidepost for brands as they plot their sustainability journey.