Irish people are more concerned about price than sustainability when it comes to shopping, according to new research from Penneys.

The latest Pulse of the Nation survey carried out by Amárach Research for Penneys finds that nearly 60% of Irish adults try not to buy products they don’t need in the hope of helping the environment.

At the same time, however, more than half (54%) are unwilling to pay a premium for sustainable goods.

The survey finds that women and older people are most likely to be environmentally conscious.

It finds that 71% of women avoid plastic packaging where possible compared to just 60% of men.

Meanwhile, 74% of people aged over 55 avoid plastic packaging compared to just 53% of people aged between 18 and 24.

Penneys at Dundrum Town Centre. Image: Penneys

On The Pat Kenny Show this morning, Amárach Research chair Gerard O’Neill said people want to be sustainable – but not at any price.

“We’ve come through a cost-of-living crisis and what we have found is that in the context of all those pressures on people’s incomes, they still want us to head towards a more sustainable future,” he said.

“They are saying things like they are trying not to buy products that they don’t need to help the environment – but more than half don’t want to pay a premium for sustainable goods.”

Sustainability

He said the research also shows that many people are confused about big companies’ environmental credentials – and just over a quarter have ever read up on them.

“Sometimes they understand what the businesses are offering in terms of more sustainable goods and services but other times they are more confused about the messaging they are getting from big businesses and big corporates who are saying lots of good things about the environment but maybe it is harder to see what they are doing in a tangible way on the shop floor or wherever they are shopping online,” he said.

Confused customer

In a statement, Penneys said the survey highlights a confused consumer who wants to do the right thing but won’t pay more to do so.

Spokesperson Lynne Walker said: “We commissioned this research to better understand our customers and their challenges in making better choices.

“While it confirms people are trying to change, it’s clear they don’t always know how and certainly don’t want to pay more.

“As a global fashion retailer, we have the scale and will to play a big part in driving change – not only in how we change to become a more circular business but also in educating and empowering consumers.”

Amárach Research carried out online interviews among more than 1,200 adults between the 16th and 26th of November 2023 for the study.