Rebound Returns: younger customers happy to pay a premium for greener returns
New research has highlighted a growing demand for greener reverse logistics, with 18% of shoppers saying they are willing to pay extra to make their product returns more sustainable.
The survey of more than 5,000 consumers by Rebound Returns found that while sustainability is a priority for many, the cost remains a key factor. Half of all respondents stated that, although sustainability is important to them, they are not yet ready to pay extra for more environmentally friendly returns.
The willingness to spend more to support sustainability is especially pronounced among younger consumers. Nearly a third (32%) of those aged 16-24 reported being happy to pay a premium for greener returns. In contrast, almost one in ten (9%) of respondents aged 55 and above felt the same.
Alexandra Romantseva, Global Marketing Manager at ReBound, said: “This data underscored the growing expectation among consumers, especially younger ones, that retailers offer more sustainable return options. Retailers don’t have to choose between affordability and sustainability. Giving customers the choice to opt for greener returns at the point they initiate the return enables brands to align with evolving customer behaviour and move towards their own environmental guidelines and values. It’s possible to offer flexibility that benefits everyone, and empowering shoppers to make the decision they feel most comfortable with, which boosts customer experience.
“There is a tendency to think of sustainability in returns as the carbon footprint of an item’s return journey, or whether the type of packaging used is single-use, biodegradable, or reusable. However, it’s a complex set of factors that includes carrier choice and greener energy to power warehouse operations. Smarter returns management strategies like consolidating shipments, optimising parcel routes, and utilising local return hubs can significantly reduce unnecessary mileage and emissions. Ultimately, the retailers leading on providing sustainable returns options are best positioned to future-proof their operations against changing consumer expectations.”
ReBound’s survey also reveals a strong interest in circularity services as part of the returns process. Two thirds (67%) of respondents expressed a desire for services that allow then to send electronics for recycling and donation. A further 60% said they would like similar services for fashion items.
Nearly half (48%) of consumers interested in these services said they would use them multiple times a year, and another 31% said they would likely use them at least once per year.
