Generation Z Willing to Pay More for Eco-Friendly Products
Photographer: Marcus Loke
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Generation Z is generation green.
The cohort of shoppers typically 22 and under is more willing to pay up for sustainable brands compared to other demographics, according to a study by First Insight Inc. The findings by the digital research company found that 73% of those it surveyed would pay more for sustainable items, with the majority of that chunk willing to pay a 10% price premium.