When it comes to being “green-minded,” U.S. consumers are not as concerned about the environment as their counterparts in other countries.
According to the latest Global Voices survey from ESW, the direct-to-consumer e-commerce firm, U.S. consumers are also less sustainably minded than they were a year ago.sentiment score, U.S. consumers scored a 49 this year versus 51 in the report from 2023. This year’s score compares to the global mean score of 55. Regarding the highest scores, India came in with a 75 and was followed by the United Arab Emirates with a 74 and China with a 70. Mexico’s score was 67.
Oliveira said the data suggests that while U.S. shoppers have been encouraged to make environmentally responsible choices for years, “perhaps the intensity of that messaging, along with the increasing strain that inflation places on households, may have consumers at a tipping point.”between generational cohorts.
The report also revealed global shoppers with exceptionally high scores , which ESW described as “environmentally attuned shoppers.” Of those polled, one-third scored above 80. In addition, the report’s authors said that globally, more than half of the shoppers surveyed “said they are more aware of greenwashing than they were a year ago, and 27 percent said they considered a brand’s
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