Consumers face a wide range of challenges in the digital space when it comes to sustainable consumption. The aim of a study commissioned by the German Environment Agency (UBA) and conducted by ConPolicy was therefore to examine the status quo and the use of digital consumer information on sustainable product choices and circular economy offerings. The focus was on the so-called R-strategies: Reduce, Reuse, Recycle. The project was based on a comprehensive literature review, qualitative interviews with consumers, and an expert workshop.
The results clearly show: sustainable consumption plays only a minor role in digital everyday life so far. Digital platforms, search engines, and comparison portals primarily promote quick new purchases. Circular options such as repair, second-hand, or rental are barely visible and difficult to access. Recommendation algorithms, advertising, and filter functions mostly favor price-driven offers and new products.
There are also practical barriers: consumers perceive uncertainties regarding quality and availability, and additional research effort is often required. Purchasing decisions are therefore strongly influenced by price, convenience, and fast delivery. Sustainable options are mainly considered when they are prominently integrated into the purchasing process or when individual motivation is already high. At the same time, many consumers express a desire for easily understandable, credible, and well-integrated sustainability information that can be used without much effort.
On this basis, the study formulates concrete recommendations for policy and business practice. These include the stronger integration of sustainability aspects into digital search and comparison tools, the development of quality standards for second-hand purchases, and greater visibility of repair services. In this way, digital platforms could make an important contribution to promoting sustainable consumption in the future.
You can find the published report here.