Survey reveals consumers willing to pay more for everyday sustainable items, but skeptical of green claims.

Blue Yonder's survey shows consumers are willing to pay more for sustainable everyday items like food and cleaning products, but not for pricier occasional purchases such as electronics and cars. Cost and greenwashing skepticism are key barriers. Despite these, 47% are willing to spend up to 5-9.9% more on sustainable goods, with Gen Z and Millennials leading the trend. Trust in brands' sustainability claims is low, with only 20% believing the ads.