Nearly 1 in 5 US shoppers ready to pay for sustainable returns: Survey
The survey of more than 5,000 consumers by Rebound Returns found that while sustainability is a priority for many, the cost remains a key factor. Half of all respondents stated that, although sustainability is important to them, they are not yet ready to pay extra for more environmentally friendly returns.
The willingness to spend more to support sustainability is especially pronounced among younger consumers. Nearly a third (32 per cent) of those aged 16-24 reported being happy to pay a premium for greener returns. In contrast, almost one in ten (9 per cent) of respondents aged 55 and above felt the same.
A Rebound Returns survey of over 5,000 consumers in the US shows rising demand for sustainable returns, with 18 per cent willing to pay extra—rising to 32 per cent among 16–24-year-olds.
While cost remains a barrier, most want greener options.
Interest in circularity is also strong: 67 per cent want electronics recycling and 60 per cent want fashion donation services.
“This data underscored the growing expectation among consumers, especially younger ones, that retailers offer more sustainable return options. Retailers don’t have to choose between affordability and sustainability. Giving customers the choice to opt for greener returns at the point they initiate the return enables brands to align with evolving customer behaviour and move towards their own environmental guidelines and values. It’s possible to offer flexibility that benefits everyone, and empowering shoppers to make the decision they feel most comfortable with, which boosts customer experience,” Alexandra Romantseva, global marketing manager at ReBound, said.
“There is a tendency to think of sustainability in returns as the carbon footprint of an item’s return journey, or whether the type of packaging used is single-use, biodegradable, or reusable. However, it’s a complex set of factors that includes carrier choice and greener energy to power warehouse operations. Smarter returns management strategies like consolidating shipments, optimising parcel routes, and utilising local return hubs can significantly reduce unnecessary mileage and emissions. Ultimately, the retailers leading on providing sustainable returns options are best positioned to future-proof their operations against changing consumer expectations,” explained Romantseva.
ReBound’s survey also reveals a strong interest in circularity services as part of the returns process. Two thirds (67 per cent) of respondents expressed a desire for services that allow them to send electronics for recycling and donation. A further 60 per cent said they would like similar services for fashion items.
Nearly half (48 per cent) of consumers interested in these services said they would use them multiple times a year, and another 31 per cent said they would likely use them at least once per year.
Fibre2Fashion News Desk (RR)
