According to a survey of over 1,000 UK shoppers by omnichannel marketing and customer experience consultancy CPM, some 83% of consumers across all demographics are “concerned” about the environmental impact of online shopping.
Almost all people born between 1997 and 2012 feel concerned (96%) by the impact of online shopping on the planet. Even among the least affected demographic groups, those over 55, nearly three-quarters (73%) had problems with unsustainable practices related to online shopping.
The most common concerns about the environmental cost of shopping online were waste generated by excessive packaging (32%), emissions from the increase in delivery vehicles (22%) and goods made in places environmentally unfriendly (20%).
Shoppers also said they were unhappy with the fast fashion and disposable nature of products (19%) and the increasingly common practice of making excessive returns due to wrong or unnecessary purchases (18 %).
The survey also indicated that shoppers think brands fall short when it comes to transparency and messaging. Most shoppers (86%) think brands should do more to publish the environmental details of their products.
CPM added that shoppers want this information to be available everywhere they shop, including on the brand’s website (27%), on the product packaging (25%), on the product’s online listing ( 24%), and near the entrance. in-store point of sale (22%).
The most common things that cause consumers to question a brand’s environmental credentials are poor quality or easily breakable products (28%), excessive packaging (27%), use of non-eco-friendly materials the environment (25%) and bad reviews from other customers (25%).
Negative press (23%) and word of mouth (20%) also contribute to people’s opinion of a brand’s sustainability.
Colin Clark, MD, CPM International Contact Centre, said, “Our data sends a clear message to retailers: consumers want to shop online, but they also want to know that the process has minimal impact on the environment. Brands can do much more to clarify the steps they are taking to make their products and operations sustainable.
“Brands that do a good job on sustainability need to shout it from the rooftops, and the key is providing customers with the right information at every touchpoint. Buyers want transparency, and they’re likely to spend a little more if they’re confident that a brand and their supply chain partners are doing their part for the planet.
He added: “More can also be done to ensure the purchase decision is the right one the first time, every time, especially when it comes to more complex and large purchases. value. This limits the risk of extra runs, returns or the need to place multiple orders, all of which can contribute to a brand’s environmental impact.
“Simply by having more engaging and personalized conversations with consumers about their specific shopping needs, whether in-store or through digital channels, brands can simultaneously improve customer experience and their sustainability.”