Less than one in five consumers in Ireland consider sustainability when shopping online, according to new research by Digital Business Ireland.
Overall, the research highlights the disparity between businesses’ ambitions and public attitudes.
While many SMEs throughout Ireland are pivoting their operations to embrace environmentally friendly practices, the research shows that just 19% of consumers always consider the sustainability credentials of the businesses they buy from when shopping online.
"Irish entrepreneurs have a high level of awareness as to the crucial nature of the climate agenda, and the implications of adopting a sustainable mindset in all aspects of their operations," said Lorraine Higgins, Secretary General of Digital Business Ireland.
"At present, this enthusiasm is not being matched by consumers, who do not deem it to be a priority consideration, when shopping online," she added.
Ms Higgins said the research highlights the need to bridge the gap between businesses' ambitions and public attitudes.
"We need a dedicated national campaign that quantifies the value to consumers of shopping sustainably online, and offers incentives to those who purchase environmentally-friendly products and services.
"The heightened costs associated with buying sustainably are often identified as a deterrent by consumers - but we know that while this may be the case in the short term, creating greater demand will ultimately allow businesses to reduce their costs over time," she added.
The survey reveals that while 25% of those aged over 55 prioritise sustainability when purchasing goods online, just 17% of respondents aged 18 - 24 reported the same.
When it comes to gender, 28% of men reported that they had never considered sustainability when shopping online, compared to just 18% of women.
The data also reveals that 37% of those earning less than €5,000 always prioritise sustainability when buying goods and or services online, while just 6% of participants earning over €80,000 do the same.
