Editor’s Note
As consumer demand for supply chain transparency grows, brands face increasing pressure to disclose environmental impact and sustainability metrics. This article explores new data on how transparency influences purchasing decisions.
Sustainability is growing in importance as a purchase influencer. Many consumers favor brands that disclose environmental impact and other sustainability metrics in their supply chains.
Four-in-10 (41%) consumers now expect brands to proactively disclose how products are made and their environmental impact, while another 24% expect that information to be readily available on demand. New consumer survey data from product information management platform provider Akeneo also reveals that nearly three-quarters of respondents (72%) say strong supply chain transparency at least moderately increases their trust in a brand.
More than three-quarters (77%) of respondents report that they look for sustainability information at least sometimes when shopping, with 13% always looking and 30% often looking.
When asked where they source this type of product sustainability information, product packaging (58%) was the top respondent choice, followed by the website they are purchasing from (36%), the product detail page (34%), online reviews (26%) and social media (14%).
The most influential factors in respondent purchasing decisions, price (61%) and product quality or durability (52%), do not directly relate to sustainability. However, 90% of respondents indicate they prioritize sustainable shopping to some degree.
When it comes to the type of sustainability information shoppers expect, materials used (61%), where a product was made (58%), and environmental impact (42%) are most valued.
Nearly half of respondents say they are less likely to buy or more likely to switch brands when sustainability details are incomplete.
Missing product information remains the largest barrier to conversion overall. Size, fit, or compatibility details (50%), materials information (40%), and visuals (35%) are the most likely gaps to stop a purchase.
Six-in-10 respondents said their interest in sustainability and/or re-commerce has increased over the past year, with 37% reporting an increased interest in both. Nearly half (44%) of respondents have already purchased secondhand, pre-owned, or refurbished products directly from a brand, while peer-to-peer resale platforms (38%) and thrift shopping (39%) are also popular recommerce options.
The survey was commissioned by Akeneo and conducted by Dynata in January 2026 among 1,000 U.S. consumers 18 years and older.