E-commerce continues to become more popular. The home is turning into the fitting room: a staggering 4 in 10 consumers nowadays buy multiple items (sizes/colors) to try and choose at home. With it, questions arise about how to maintain operations in a sustainable way.
Understanding consumer shopping behavior and preferences helps brands decide how to promote more sustainable shopping behavior and:
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- reduce waste;
- keep items in the product lifecycle as long as possible, and;
- lower return rates in the first place.
Our study with over 2500 consumers from 8 markets (across Europe and North America) shows what consumers prefer regarding various sustainability areas.
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- What packaging is liked best: reusable bag?
- What kind of labels are appreciated most: paperless?
- What ‘end-of-use’ options are popular: recycling?
For brands it remains a balancing act… does sustainability trump convenience?
