One in four consumers buys second-hand goods to protect the environment

In 2023 the company conducted its International Voice of the Consumer sustainability survey, which found that 24% of global consumers purchase second-hand goods, and 41% would rather have broken items repaired than buy new ones.

Jorge Zuniga, senior sustainability consultant of Euromonitor International said that embracing recycling is especially important for Generation Z and Millennials. Over 40% of younger consumers buy second-hand products every few months, and more than 50% of shoppers aged 15-44 years plan to buy second-hand items in the near future. Euromonitor International has identified 12 sustainable consumer types based on their values and attitudes. Meat Avoiders and Zero Wasters are the main types of sustainable consumers, accounting for 36-36% of the sustainable market. //