Consumers' willingness to pay more for ethical products in the UK 2017, by generation
This statistic presents the share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, broken down by generation. Among those surveyed, 34 percent of those in the Generation Z (aged between 16 and 24 years) said they would pay 20 percent or more for an ethical product. This share fell as the age of respondents increased, with only five percent of the Generation BB (over 55 years) making the same claim.
