Majority of consumers value sustainably sourced goods and are willing to pay a premium for environmentally sustainable items
LOS ANGELES–(BUSINESS WIRE)–#BetterPlaces2030–Most consumers are willing to pay a premium for environmentally sustainable items, a new survey by Unibail-Rodamco-Westfield (URW) shows. Released today, the survey shows that sustainability is at the forefront of most consumers’ minds when making purchasing decisions and highlights consumer attitudes, behaviors, and desires around being increasingly environmentally conscious. The research is based on a survey of over 6,500 Westfield shoppers across the U.S.
“Sustainability is important and a top measure of our success, which is why we’re always looking at new and better ways to reduce our environmental footprint and strengthen our social impact. We are committed to serving our communities by focusing on areas like solar energy, utility management, water conservation, and increasing accessibility to electric vehicle charging stations,” said Shelly Schembre, Senior Vice President of Shopping Center Management Operations, URW. “Conducting surveys to gather insights is one way we are listening to our shoppers; we then use that information to inform how we expand our efforts through strategic partnerships and programs.”
Westfield shoppers are willing to pay more for sustainable goods
Sustainably sourced goods often come with a higher price tag, but most consumers (90%) said that they are willing to pay a premium to purchase items that meet their environmentally sustainable criteria. The willingness to pay a price increase ranges, with at least 60% of respondents willing to pay a 10% mark up for products they consider sustainable and 10% even willing to pay between 25% and 40% more.
Reducing food waste tops consumers’ eco-consciousness list
Among shopping center categories, Westfield shoppers have the highest expectations around eco-consciousness for food (75%), health & beauty (48%), and fashion (39%). When asked about food sustainability, consumers like to see locally sourced produce, farm-to-table, donations of excess food and composting programs.
Helping the environment by reusing, recycling, and repair
Consumers care about the environment and are doing their own part to make a positive impact on the planet. Eight in 10 (79%) Westfield shoppers say they reuse, recycle, and upcycle. In fact, over half (55%) buy items with less packaging; 43% consolidate deliveries to reduce packaging waste; and 43% have reduced their meat consumption.
Three in four (74%) have brought their own reusable tote to a grocery store, and 59% have brought one to a non-grocery store. Over half (54%) purchase items made from recycled materials, half participate in clothing/shoe recycling, and 45% repair items instead of tossing.
Hybrid and electric vehicles gaining momentum around Westfield centers
Westfield shoppers have a high adoption percentage for hybrid and electric vehicle ownership at 29%, compared to 7% nationally – over 1 in 10 (12%) own an electric vehicle and 2 in 10 (21%) have a hybrid vehicle. In addition, a tenth of Westfield customers arrived by car to center locations in an electric vehicle and of these, 21% charged the vehicle on site.
The trends emerging from the survey align with URW’s broader commitments to environmental sustainability and will be used to help inform additional ways the company can meet these consumer needs. URW’s Better Places 2030 strategy to reduce its greenhouse gas (GHG) emissions 50% by the year 2030 also includes mandates to send zero waste to landfill and integrate circular economy design solutions by 2025.
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About Unibail-Rodamco-Westfield
Unibail-Rodamco-Westfield is the premier global developer and operator of Flagship Destinations, with a portfolio valued at €54.5 Bn as at December 31, 2021, of which 86% in retail, 6% in offices, 5% in convention & exhibition venues and 2% in services. Currently, the Group owns and operates 85 shopping centres, including 53 Flagships in the most dynamic cities in Europe and the United States. Present on two continents and in 12 countries, Unibail-Rodamco-Westfield provides a unique platform for retailers and brand events and offers an exceptional and constantly renewed experience for customers. With the support of its 2,800 professionals and an unparalleled track-record and know-how, Unibail-Rodamco-Westfield is ideally positioned to generate superior value and develop world-class projects. Unibail-Rodamco-Westfield distinguishes itself by its Better Places 2030 agenda, that sets its ambition to create better places that respect the highest environmental standards and contribute to better cities. Unibail-Rodamco-Westfield stapled shares are listed on Euronext Amsterdam and Euronext Paris (Euronext ticker: URW), with a secondary listing in Australia through Chess Depositary Interests. The Group benefits from a BBB+ rating from Standard & Poor’s and from a Baa2 rating from Moody’s.
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