First Insight’s 2022 report with the Wharton School reveals a wide disconnect between retail executives and consumers on sustainability. While over two-thirds of consumers are willing to pay more for sustainable products, most executives believe they won’t. Consumers prioritize sustainability more than brand name, yet retailers overestimate the importance of branding. Executives also underestimate how transparent consumers believe they are and misjudge why shoppers prefer resale—environmental concerns outweigh price. Additionally, most consumers prefer brand-operated resale channels and are open to loyalty points or discounts as compensation, contrary to executives’ assumptions that cash is preferred.

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