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Sustainability in shopping - how "green" is shopping actually?

How important is sustainability for consumers in Europe? Isn't it already the most important criterion when it comes to making a purchasing decision? 

One thing is certain: For the majority of consumers, the topic is very relevant. But in some cases, sustainability is not the first thing people think of when they think of consumption. In our article, we look at the attitudes of people in Switzerland and Germany on this topic. 

What do the Swiss and Germans have in mind? 

In a study by Bring!, in which more than 3,800 users in Germany and Switzerland were surveyed, the topic of sustainability is predominant: 52% of Swiss users say that they want to buy less wastefully in the future and 58% want to pay more attention to regionality. Among Germans, the figures are 59% and 54% respectively. 

It is also interesting to note that 33% of the Swiss and 40% of the Germans want to pay more attention to their money. Is it possible to reconcile these two parameters when shopping for food?  

A look into the future: What will influence purchasing behavior in the long term?

The topic of sustainability is also dominant in terms of future purchasing behavior. When asked which trends will influence food purchasing in the future, 77% of Germans responded with regionality, 66% with sustainability, 54% with seasonality, and 51% with organic.

Excerpt from the Bring! Consumption Study for Switzerland: For 73% of Swiss consumers, the issue of sustainability will continue to be important in the future.

This is also confirmed by the question "How important will the topic of sustainability is for your purchasing behavior in the future?" Here, 72% state that it will be important. The picture is similar in Switzerland. For 73%, the topic of sustainability will be important for their purchasing behavior in the future. 

And today? Sustainable awareness = sustainable shopping?

What do Swiss and Germans pay particular attention to in the products they buy? In Switzerland for 79% and in Germany for 64% it is relevant where the things that are bought come from. 

Here, statistics from Statista from 2022 show that the following product groups receive special attention when it comes to sustainability: Baby food (37%), meat/fish/sausages (29%), fruit and vegetables (27%), and bread and baked goods (26%). With hygiene articles (14%) and household products (8%), rather less attention is paid to it. 

It is also interesting to note that when asked "What do you pay particular attention to in the products you buy?", the price comes in a close second (59% in Germany, 47% in Switzerland). 

A Kantar study confirms these figures: It states that 72% of people surveyed in Germany think about their own wallets rather than the climate crisis when shopping. This can also be seen in a study by POSpulse, where 60% of respondents say they would rather buy the cheaper product than the more sustainable one, and around 58% would only buy a product with sustainable packaging if it cost the same as a product with "normal" packaging. 

This, therefore, leads to the assumption that the sustainable idea is often strong but rather less acted upon. The price seems to be more relevant after all.  

Conclusion: Sustainability is part of the purchasing decision

What can be concluded from these data and figures? Sustainability is generally important for consumers, but it is only one of several decision-making criteria when it comes to making purchasing decisions. 

Basically, it is important to note: It is worthwhile for brands and retailers to address the issue of sustainability. However, the above-mentioned data shows that the price of products also influences consumers' purchasing decisions. 

In order to influence precisely these important parameters in the decision-making process, not only HOW but also WHEN consumers are reached is crucial.

Here, the shopping app Bring! with its advertising platform is the ideal partner for brands. This is because the various ads are placed in the context of the consumer's shopping planning. 

Whether it's using the app's shopping list, browsing the inspiration tab for recipes, or studying offers from different retailers, the ads are natively integrated into the look & feel of the app and thus receive a great deal of approval from users. 

In addition, the app is used at the time of purchase decisions - during shopping planning and during the actual purchase in the store. 

Many well-known brands are already working with Bring! These include GAZI grilled cheese, Kerrygold, Emmi, Rama, Knorr from Unilever, Barilla and Galbani, to name just a few. Sounds interesting? Just contact us!


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