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Earth Day 2023 on the horizon

Consumers continue to prioritize sustainability

According to a recent KPMG LLP (KPMG) survey, consumers' purchasing decisions are increasingly based on their perception of a company's environmental impact. From sourcing and production to packaging and distribution, consumers want to buy from companies whose mission alights with their own values.

What are consumers looking for?

Consumers are increasingly considering environmental sustainability when making their product purchase decisions, with 36 percent citing it as important. As for key factors, more than three quarters are looking for environmentally friendly products and packaging. 

Environmentally conscious consumer' top environmental sustainability purchase criteria


of respondents say environmental sustainability is important to their purchasing decision.

Looking at product segments, consumer purchase decisions are most likely to be based on environmental sustainability considerations in the personal care (48 percent), grocery (44 percent) and apparel (42 percent) categories. Although the pet supplies, accessories and toys segment is toward the middle of the pack, the affinity people have for their pets suggests this is an area where sustainability may play an increasing role in consumer decision making moving forward.

Impact of environmental sustainability on purchase decisions by category

Source: KPMG Consumer Pulse survey 2023

Underscoring the seriousness of consumers’ penchant for environmental sustainability, approximately 40 percent who cite it as an important determinant of purchase decisions – and more than 20 percent overall – say they would not buy from a company whose products are deemed not to be environmentally sustainable.

For their part, retailers and CPG companies should assess their product assortment and push themselves to raise the bar to meet consumers’ demands for environmental sustainability from a product perspective.

Consumer likelihood of boycotting a company they believe is not environmentally sustainable

Consumer likelihood of boycotting a company they believe is not environmentally sustainable

Source: KPMG Consumer Pulse survey 2023

Dive into our thinking :

Earth Day 2023 on the horizon

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Consumer pulse March 2023 report: ESG data

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