Sustainable development increasingly important to Polish consumers: report

Already 75 percent of Polish consumers claim that sustainable development is an important aspect for them, which they follow in their everyday life, also when making purchasing decisions, according to a study conducted by the Warsaw office of BCG and Vogue Polska. It turns out, however, that similar declarations do not necessarily go hand in hand with actions. Although as many as two-thirds of respondents are ready to pay more for more environmentally friendly products, a 20 percent increase in the price of such products results in a decrease in demand by up to 62 percent.

"The specter of a climate disaster continues to hang over the world, where we have less and less time to stop. If we do not take decisive action immediately, we will have to face rapid and irreversible climate changes in the near future. With current forecasts, more than 570 cities could be endangered by rising sea levels by 2050. In the next 30 years, unfavorable conditions may lead to the displacement of up to 250 million people," Oktawian Zając, managing director and partner, head of the Warsaw BCG office, pointed out.

"The fashion industry, which is responsible for the emission of 5 percent of all greenhouse gases and as much as 20 percent of global water consumption, played a significant role in exacerbating the ongoing crisis," Kasia Jordan-Kulczyk, publisher of the Vogue Polska magazine, noted.

 "These numbers are starting to change in recent years, however, mainly due to pressure from international organizations, the media, and the public," she added.

According to the authors, one of the most disturbing conclusions of the report is the fact that up to 26 percent of consumers would not consider buying an organic alternative even if it cost as much as the original product. Such a declaration is mainly attributed to concerns about the quality of green products. The high percentage of consumers who do not understand what sustainability is in the fashion industry may also be worrying. It oscillates between 20-30 percent, which signals a clear need to intensify the educational activities already undertaken by brands. 

(PAP)