Shoppers confused by labels on ‘eco-friendly’ items

Two thirds of shoppers want to buy products that have a more positive environmental and social impact – but struggle to identify them because of unclear product labelling.

A poll, of 2,000 adults, found 66% are confused by sustainability claims on standard product labelling. With just 7% ‘always’ understanding the environmental impact of the items they buy.

It emerged 63% want retailers to help them identify products that have a more positive environmental and social impact.

And 77% claim they are also more likely to trust a product’s sustainability claims if they are supported and validated by a reputable organisation.

The research was commissioned by Amazon, which has Climate Pledge Friendly badges allowing shoppers to filter more than 1.4 million items with sustainability features backed up by third-party certifications.

This includes Rainforest Alliance, Fairtrade international and Forest Stewardship Council.

John Boumphrey, at Amazon, said: “People are shopping for products that are aligned to their values, but aren’t always sure which ones fit the bill.

“It’s also clear they’re looking for help from retailers to point them in the right direction for products whose sustainability claims are trustworthy. Which is why we’re making it easier to find them.”

The study also found 32% of shoppers are more likely to try a new brand or product if their social, ethical and environmental credentials are clear on the product itself, or at the point of sale online.

They’re most likely to look for recyclable packaging (44%), products that are kind to animals (44%) or come with reduced packaging (36%).

Other sought-after sustainability features shoppers look for are products made with safer chemicals (33%), items made with recycled materials (31%), and those which protect the rights of workers (27%).

Gen Z adults lead the charge when it comes to sustainable shopping, with 51% actively shopping for products that have a reduced environmental and social impact. This is compared to only 39% of Gen X who do the same, according to the OnePoll.com figures.

51% of Gen Z and 41% of Millennial shoppers will abandon a purchase if they cannot find clear and relevant information about the product’s environmental or social impact. This is compared to just 22% of Gen X who would do the same.

Millennials (69%) are most likely to call for retailers to do more to help identify products which have a certification-backed reduced environmental impact.

The top five product categories shoppers expect to find more sustainable options include food and beverage items (49%), cleaning products (49%), cosmetics and beauty (41%), apparel (33%) and electronics/appliances (23%).

Amazon’s John Boumphrey added: “It’s great to see younger adults are actively seeking out products that are more environmentally-friendly, and made by following ethical practices.

“With more than 50 independent sustainability certifications, we’re helping everyone make more informed choices when they shop.”