Consumers' willingness to pay more for ethical products in the UK 2017, by generation

Published by
D. Tighe,
Feb 22, 2024
This statistic presents the share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, broken down by generation. Among those surveyed, 34 percent of those in the Generation Z (aged between 16 and 24 years) said they would pay 20 percent or more for an ethical product. This share fell as the age of respondents increased, with only five percent of the Generation BB (over 55 years) making the same claim.

Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation*

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Release date

March 2018

Region

United Kingdom

Survey time period

2017**

Number of respondents

approx. 25,000

Age group

16 years and older

Special properties

nationally representative sample

Method of interview

Online survey

Supplementary notes

* The source defines the following generational groups as:
Generation Z: age group of 16 to 24 year olds.
Generation Y: age group of 25 to 34 year olds.
Generation X: age group of 35 to 54 year olds.
Generation BB: age group of over 55 year olds.

** The source does not specify the exact date of survey.

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Consumer behaviour

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Consumer attitudes

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