Not Buying It: What Sustainability Claims Actually Influence Global Consumers?

Sustainability claims are everywhere, but which ones actually influence consumers to buy a product? In a world where slapping an “eco-friendly” label on a tag is commonplace but companies provide no supporting evidence, which claims do consumers genuinely believe?

Knit surveyed over 1,400 consumers in nine countries (including the US, Japan, South Korea, Brazil, Spain, Germany, France, the UAE, and India) to answer these questions. 269 responses included AI-moderated interviews conducted in respondents’ native languages. Our research objectives sought to address:

• How consumers define sustainability, and where it ranks among everything else they weigh when buying,
• Which industries consumers held to the highest sustainability standards,
• What language, evidence, and company behavior make claims feel credible rather than performative,
• Which claims most increase purchase likelihood, and why they resonate, and
• How much extra are shoppers willing to pay for the sustainable option.

We found that consumers predominantly care about sustainability, but it’s a filter, not a core reason to buy. They hold the food and beverage category to the highest standards, and most participants were more interested in personal safety claims (non-toxic, for example) than environmental impact.

Download the report to learn what sustainability messaging resonates most with your audience and how to approach the topic in different international contexts.