Survey: Sustainable shipping options are important to consumers

Consumers are willing to wait longer and pay more for sustainably-shipped products.

According to a new report by third-party logistics company Radial, just over half (51%) of consumers surveyed would be willing to pay more for products shipped through sustainable methods. This is a large increase from just 15% of consumers who said the same in December 2023.

Radial also found that 77% of consumers said they would be willing to wait longer for packages shipped via sustainable shipping method. Of those who would wait longer, 29% said they’d be willing to wait one day longer for their packages and 38% said they’d be willing to wait three to five days longer for their packages, giving retailers a flexible window to complete orders in an eco-friendly manner.

When shipping timelines are extended, however, Radial says it is important for retailers to set clear expectations and communicate updates with shoppers, which helps build trust with shoppers. According to Radial research, 33% of retail executives report that they’re working to provide real-time visibility on order delivery. 

“Whether you’re combining multiple orders into a single box to streamline last-mile delivery or mapping out more efficient routes for your drivers to reduce emissions, every adjustment to your fulfillment processes requires a significant investment of time and money,” said Radial.

Data from the survey show that these extra sustainability investments are worth the price tag. Six-in-10 (60%) consumers believe sustainable packaging has an impact on sustainable shipping, and about one third of consumers (33%) prioritize products or brands using eco-friendly, recyclable, or biodegradable packaging when making a purchase decision. 

In regards to sustainable packaging, Radial’s survey found that:

• 30% of consumers think online retailers should use packaging made from recycled materials.
• 29% of consumers think online retailers should use reusable packaging that can be repurposed or refilled.
• 23% of consumers think online retailers should implement more efficient packaging designs to minimize waste.

“Despite this growing attention from consumers, many brands are struggling to make the switch to sustainable packaging, with rising costs posing a huge barrier for many companies,” said Radial. “Sustainable packaging offers a compelling solution for both retailers and consumers— but it’s a small part of the larger puzzle we’re collectively working to solve.”

Despite the openness to paying more and waiting longer for sustainably shipped products among some consumers, sustainability has become slightly less important to American consumers overall. According to a recent survey from ESW, U.S. consumers scored 49 this year when it came to being sustainability-minded compared to 51 in 2023.