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Consumers Want to Shop Sustainably – But Data Shows They’re Not Quite Sure How

Sustainability has been a hot topic for both the retail industry and their consumers in recent years, but new research shows there is still a ways to go.

Data from Coupon Follow’s 2021 Sustainability Report reveals a disconnect between consumer interest and consumer education, when it comes to making truly sustainable retail decisions.

One of the biggest areas of confusion for shoppers is the impact of e-commerce purchases, compared to those made in-store. Coupon Follow found that 79% of consumers have increased their e-commerce activity in the last year, in a survey of over 1,300 consumers. But over half of respondents believed that having these purchases shipped directly to their home had the same environmental impact of buying the item in-store; 22% believed e-commerce was better...