More than three fifths (62%) of Irish consumers believe that retailers should offer incentives or discounts for choosing more sustainable or eco-friendly products, a new study by KPMG has found.
According to the KPMG Next Gen Retail survey, this sentiment is particularly strong among younger consumers, i.e. those aged between 18 and 24.
Other findings from the study include that more than half (52%) of consumers feel retailers need to do more to actively educate shoppers on the environmental impact of their purchases, while 58% expect brands to provide clearer information on what they are doing to embrace a sustainable agenda.
More than half (54%) believe that brands should not only be more sustainable, but should also take responsibility for reversing environmental damage.
Environmental claims
At the same time, many Irish consumers remain sceptical about the environmental claims made by consumers – 55% said that they express doubt over the sustainability messaging of brands and retailers.
More than four fifths (81%) of respondents said that they have engaged with the Deposit Return Scheme, with older consumers (aged between 55 and 64) the most likely to participate in the scheme.
Overall, just 28% are willing to pay a higher price for sustainably-produced goods.
Financial insecurity
As well as sustainability concerns, financial insecurity is also influencing Irish shoppers’ purchasing decisions – as of April 2025, some 30% of Irish consumers said that they feel less financially secure than at the start of the year.
More than half (56%) said that their primary focus while shopping is on getting the best price, with value for money an important purchase factor for 88% of consumers when identifying their favourite retailer. This is higher than product quality (73%) and product variety (48%).
The study suggests that ongoing uncertainty in the market, particularly around trade policy and tariffs, may intensify these pressures during the remainder of 2025. Read more here.
