First Insight’s UK Sustainability Report (April 2022) shows UK consumers are motivated by reducing their carbon footprint, recommerce, and sustainable packaging. While 65% prioritize sustainability—less than US consumers—83% in both countries are willing to pay at least 10% more for sustainable products. UK shoppers favor resale through third-party platforms and show stronger interest in eco-friendly packaging, with 81% preferring it and 80% saying online orders have excessive packaging. Millennials and Gen Z in the UK lead in secondhand selling. However, only 49% believe retailers are transparent about sustainability efforts.

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