A recent study commissioned by Amazon UK and involving 2,000 British shoppers reveals that 66% of consumers prefer buying products with positive environmental and social impacts. However, the same proportion find it challenging to identify such products due to confusing labeling.
UK shoppers find tasks like assembling flat-pack furniture (44%), solving a giant crossword puzzle (35%), and preparing an elaborate dinner party from scratch (31%) easier than understanding the environmental impact of products when shopping.
Only 7% of Brits feel they consistently understand a product’s environmental impact when shopping. Over half (63%) of respondents wish retailers would help them more easily identify products with positive environmental and social impacts, covering everything from everyday items like socks and sugar to personal care products such as soap and sunscreen.
Amazon addresses this need through its Climate Pledge Friendly badge based on third-party certifications, which makes it easier for customers to find and filter products based on their sustainability attributes.
Certifications are highly valued by UK shoppers, with over three-quarters (77%) indicating they are more likely to trust sustainability claims backed by official certifications. Additionally, 41% have abandoned a purchase due to distrust or confusion over sustainability claims.
One-third (32%) of respondents are more inclined to try a new brand or product if its social, ethical, and environmental credentials are clearly stated on the product or online, providing reassurance that these brands align with their values.
“Products with certified sustainability features are a top choice for UK shoppers, and it’s important that customers can easily understand exactly what those features are. At Amazon, we’re taking the guesswork out of the shopping experience, helping customers to shop for items that match their values,” said John Boumphrey, Amazon UK Country Manager.
UK shoppers particularly seek sustainability features such as animal welfare (44%), reduced packaging (36%), safe chemicals (33%), and recycled materials (31%). Additionally, 28% prefer products made with responsible farming and forestry methods. The top five product categories where shoppers expect more sustainable options are food and beverages (49%), cleaning products (49%), cosmetics and beauty (41%), apparel (33%), and electronics/appliances (23%).
In 2023, nearly 37.6 million Amazon customers chose Climate Pledge Friendly products, resulting in over 1.16 billion items sold—a 42% increase from 2022. Amazon’s Climate Pledge Friendly selection now includes over 1.4 million items globally, marking a 157% increase from the previous year.
“Amazon’s Climate Pledge Friendly certifications help us to communicate our brand commitment to more-sustainable processes and products. The qualification process is reassuringly thorough which means when customers see the Climate Pledge Friendly badge, they can be confident they are purchasing a product that goes some way to help preserve the natural world we live in,” said Tom Lloyd, Co-Founder and Commercial Director at Bloomsbury Mill, an award-winning children’s and baby brand in the UK, with several popular Climate Pledge Friendly products on the Amazon UK store.