- December 2025
In an era marked by skepticism and even backlash against CSR policies (greenlash), consumers are reaffirming their commitment to sustainable consumption practices.
Elisabeth Denner, Global Leader Market Segments at BearingPoint
Despite growing skepticism and rising “greenlash” across Europe, consumers continue to reaffirm their commitment to sustainable consumption. Economic pressures may influence purchasing decisions, but they have not weakened the underlying demand for responsible retail.
Behind this steady shift toward sustainability, however, are important differences between countries. Certain behaviors are accelerating in some markets, such as reduced meat consumption in the Netherlands, while other practices face widespread resistance, such as buying second-hand goods. These broad changes are mainly driven by economic pressures, particularly those affecting consumer purchasing power.
These are the key findings of the second wave of the Sustainable Retail Barometer, conducted by BearingPoint in partnership with Odoxa, based on a survey of 4,000 European consumers in June 2025.
The sustainable transformation of retail is underway, and it’s driven by consumer demand.
Despite economic pressures, the perception of sustainability remains firmly intact.
Sustainability is becoming more deeply embedded in consumers’ minds throughout the entire perception funnel.
- 75% of Europeans are aware of the impact of their consumption choices, with the “activist consumer” mindset gaining ground (+3pts vs 2024).
- 69% of Europeans factor sustainability into their purchasing decisions (+3pts vs 2024).
- 66% trust retailers in their sustainability efforts (+3pts vs 2024).
Second-hand continues to expand.
- 60% of Europeans are actively engaged in at least one second-hand activity, with the UK and the Netherlands leading the adoption wave.
While individual behaviors remain below 40% when viewed independently, the broader “one-in-four” dynamic shows that most consumers now participate in second-hand markets in some form, with levels of engagement varying significantly. In total, 60% of consumers are involved in the second-hand market, albeit at different levels and roles in the loop.
A continued decline in new product purchases
With this second edition, we confirm the significant shift away from the habit of buying new: 26% of consumers report reducing or completely stopping new purchases.
- 31% of women are affected (+5%pts vs LY), compared to only 23% of men (stable vs LY). This 8-point gap has widened since 2024, when it stood at 3 points.
- The fashion sector is the most affected by this downturn, with 29%, slightly ahead of other consumer sectors.
- In Europe, new purchases remain primarily with younger consumers (under 35), except in France.
The most advanced countries are paving the way for others.
Countries that lead and countries that follow
Italy continues to lead Europe in sustainable consumption, ranking first in 8 out of 13 measured practices. At the same time, all countries rank at the bottom in at least one category, reinforcing the need for localized sustainability strategies rather than a single European blueprint.
Key changes compared to 2024:
- France maintains its unique profile, ranking anywhere from first to the bottom five depending on the practice.
- Germany is losing momentum in the second-hand market but is gaining strength in the food sector.
- The Netherlands shows great improvement, remaining in the top 3 across all practices except short supply chains.
The favorite practices of European countries regarding the sector
The differences in the adoption rate of various circular practices may be due to the product categories that allow consumers to engage more easily.
Regarding second-hand buying practices, Tech Products leads the way. Renting and repairing are practices more adopted in the Home Equipment sector.
In the Food sector, results are homogeneous across Europe:
- 75% of consumers buy in bulk/returnable (+2pts vs 2024)
- 75% buy organic and with environmental labels (stable vs 2024)
- 80% prefer short supply chains (+1pt vs 2024)
The price to pay for sustainability
Two groups of consumers stand in contrast: those unwilling to pay more for sustainable products, driven primarily by “end-of-the-month” financial concerns, and those willing to accept a significant price premium, motivated by “end-of-the-world” environmental concerns.
We observe the sustainable checkout paradox at the European level: while 73% of consumers say they are willing to pay more, 61% refuse to pay an actual price premium (>10%).
The average premium consumers are willing to pay for a more sustainable comparable product is consistent across six consumption sectors (Tech Products, Fashion, Sport, Personal Care, Home Equipment, and Food), ranging from +18% to +22% in Europe.
However, it’s important to note that this price premium is not accessible to all retailers: only those perceived as highly trustworthy by consumers can effectively assert their sustainable pricing power.
The path to sustainable retail
The journey toward more sustainable retail will be long and transformative, but it also holds significant value for brands, their customers, and the planet. As regulatory momentum slows, the shift will be increasingly driven by consumer expectations. Retailers that can decode these expectations and respond effectively will be best positioned to benefit from the changes ahead.
Study Methodology
The 2025 Sustainable Retail Barometer (Wave 2) is a European study conducted by BearingPoint in partnership with Odoxa.
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Sample
4,010 consumers surveyed in total: 2,010 in France and 2,000 across Europe, with quotas applied in Germany (500), Italy (500), the United Kingdom (500), and the Netherlands (500).
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Data collection
Online survey conducted from June 11 to 19, 2025 (France), and from June 20 to 30, 2025 (Europe).
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Objectives
To analyze the rise of sustainable retail by tracking shifts in consumer behavior across Europe and assessing how consumers perceive retailers’ sustainability commitments.
