The joint report draws from monthly surveys of more than 2,500 U.S. adults and Northwind Climate’s proprietary analytics, which show that three in four consumers now actively or passively prefer sustainable products. More than half say their interest in buying environmentally friendly goods has grown in just the past three years. Yet barriers like cost, perceived quality and credibility still drive many to opt out at the point of purchase. Â
The research uses Northwind Climate’s Value Segmentation model and its five consumer segments – from highly motivated “Climate Doers” to doubtful “Climate Deniers” – showing that psychology, not demographics, best predicts sustainable purchase behavior.Â