Sustainable Shopping: What We Learned from the Angelfish Community

Sustainability is still top of mind—but is it top of the shopping list?  

In March 2025, when we asked our Angelfish Opinions community what word they associated with sustainable shopping, the most common answer was “expensive.”

So, off the back of that insight and with April marking Earth Day; we decided to dig a little deeper.

We wanted to know: how much does sustainability really influence shopping choices in 2025? Are people still willing to pay more for ethical products? And which sustainability claims actually make an impact?

Here’s what our community had to say.

Who We Asked

We reached out to a diverse group from across the UK via our Angelfish Opinions community (full demographic breakdown available in the appendix). From packaging preferences to pricing concerns, these responses give a snapshot of how real people are thinking and feeling about sustainable shopping today.

Key Findings

People Do Care About Sustainability—But It’s Not Everything

We started by asking how much sustainability currently influences shopping decisions. On average, respondents gave it a 3.1 out of 5, suggesting that while it’s on their radar, it’s not always a deciding factor.

What this tells us: Ethical values matter but only up to a point. Other practical considerations (like price and convenience) are still taking the lead for many shoppers.

Cost Is a Clear Barrier

When we asked if people would be willing to pay more for a sustainable product or brand, responses were split:

• 31.5% said yes—but only if they trust the brand’s claims
• 45.5% said yes—but only if it’s not much more expensive
• 12% said no—they can’t afford to right now
• 11% said no—they don’t think it makes enough of a difference

What this tells us: Price sensitivity is high, and trust is key. Brands need to justify both the cost and the claims to win consumers over.

Packaging Leads the Way

We asked which sustainability claims people take most seriously when shopping. The top three were:

• Recyclable or plastic-free packaging (44)
• Made with recycled materials (30)
• Ethically sourced or fair trade (27)

Carbon neutrality, B-Corp certification, and supply chain transparency scored much lower.

What this tells us: People care about what they can see. Clear, visible packaging choices are easier to understand and more likely to influence behaviour.

Most Shoppers Aren’t Actively Researching

When asked how likely they are to research a brand’s sustainability credentials before buying, the average score was a middle-of-the-road 3 out of 5.

What this tells us: Brands shouldn’t rely on consumers to do the digging. If sustainability is part of your value proposition, make sure you’re leading the conversation and communicating clearly.

Awareness of Greenwashing Is Mixed

We also asked if people know what “greenwashing” means. Here’s what they told us:

• 39% said yes—they actively look out for it
• 17% said they’d heard of it, but weren’t quite sure what it meant
• 44% said not really—they’ve never looked into it

What this tells us: There’s still a lot of confusion around sustainability messaging. Brands that educate their audience and avoid vague or misleading claims have a real opportunity to stand out.

And When It Comes to Naming Sustainable Brands?

This question delivered some really interesting answers.

Brands like Ecover, Patagonia, Co-op, The Body Shop, Method, and IKEA came up more than once but for the most part, responses were scattered. In fact, the most common answer overall was… “None.”

What this tells us: No single brand is owning the sustainability space in consumers’ minds. There’s a real opportunity here for retailers to lead the way with action and transparency, not just messaging.

What This Means for Brands and Businesses

Sustainable shopping isn’t going anywhere but it’s evolving. People care about the planet, but they also care about price. Brands that want to make a real impact need to strike a balance between ethical practices and accessibility.

And for market researchers? These results show just how valuable community-led insights can be. When you ask real people, you get real answers often surprising, always useful.

Want to Know How People Really Feel?

At Angelfish Fieldwork, we recruit high-quality participants for market research projects of all shapes and sizes focus groups, online communities, user research and more.

If you’re looking for in-depth consumer insights to power your next project, get in touch with us today.

Interested in more consumer trends? Check out our latest Retail Trends Pulse, or our AI Pulse to learn how people feel about artificial intelligence in 2025.

Appendix: Who We Asked – Respondent Breakdown (%)

Gender: Female 68% · Male 30% · Non-binary 2%

Country: England 88% · Scotland 3% · Wales 3% · Northern Ireland 6%

Ethnicity: White 84% · Asian 9% · Black 7%

Children: Yes 51% · No 49%

Age Groups: Under 25: 3% · 25–34: 5% · 35–44: 12% · 45–54: 33% · 55–64: 39% · 65+: 8%