A quarter of UK consumers have not made any sustainable changes to their purchase decisions, finds survey
December 2023 - Retail
A survey of UK consumers has revealed that 26% have not made even a single change to their purchase decisions in order to be more sustainable.
The research by Voyado, a retail technology platform, surveyed more than 2,000 UK consumers, revealing a significant disconnect between intent and action when it comes to making sustainable choices.
The survey also asked respondents about emerging technologies to try and understand more about AI’s impact on the sector. It found that just 4% have utilised virtual reality (VR) try-ons, and only one in 10 (10%) have engaged with AI chatbots to gather information about their prospective purchases. Almost half of the consumers polled (48%) emphasised the importance to them of physically trying on a garment before making a purchase.
The research also found that around a third of respondents (34%) primarily make their purchases in physical ‘bricks and mortar’ stores, while 36% prefer to shop online. This suggests that both channels remain crucial, serving as complementary avenues for consumers.
A noteworthy trend highlighted by the study is the growing popularity of the resale and second-hand sector. Consumers are exploring both in-store and online options, with around a fifth of respondents sharing that they predominantly buy from charity shops (19%) while 13% shop for pre-loved items on platforms like Vinted or Depop.
Online reviews
The research also looked at how online reviews left by consumers can influence consumer shopping decisions, with a quarter reporting abandoning orders due to negative reviews. Women shoppers were more likely to do this than men, found the survey (30% versus 20%).
Karl Stone, the Head of Voyado, UK, said: “Despite the bombardment of news about the rise of AI and tech and how we must all be adopting the latest in order to attract customers, it would seem that we need to be doing more to examine what the right tech is, how it will interact with our existing systems and what will truly benefit consumers during the shopping journey.”
Sign up to our newsletter to receive free insights from your sector...
Support Us...
We hope that you have found this article useful. This section is freely available for all to use. Please help support it by liking us or following us on our social media platforms:
