A new survey found that 80% of consumers say they'd be willing to pay more for sustainable products.

Released by data company PDI Technologies on April 24, the survey included over 1,200 American consumers over the age of 21. Of that group, 71% said that when comparing two similar products priced at $10 or less, they would choose the one that follows sustainable practices. Another 44% said they would prefer sustainable options at a similar price. 

This is the fourth year PDI has conducted this survey, seeing the percentage of consumers who say they're willing to pay more for sustainable options rise from 64% in 2021, to 66% and then 68% in the next two years respectively. That number reached an all-time high at 80% in 2024.

“The data is clear,” PDI Technologies senior director Maryann Michela said. “Between these statistics and the regulatory conversations that are happening in our industry, there are more compelling reasons than ever for retailers and brands to understand and act upon consumer sentiment toward sustainable businesses."

The survey also highlighted consumer preferences around electric vehicles, finding that 33% are considering an EV as their next car, while 38% said they'd consider one if it fit into their preferred price range. Respondents also had some reservations — 47% said that their biggest barrier to getting an EV was battery charging and the challenges that creates for traveling long distances. Around 36% said that their biggest hesitation revolved around high purchase prices.