It’s commonly thought that buying sustainable products and services costs more, but is this true?

We know that people often assume that sustainable purchasing is more expensive, whereas in reality this is not always the case. And, sometimes customers themselves perceive "ethically & sustainable labelled" products to be significantly more expensive, even before they have taken a look at the price.

An interesting study from the UK found that in many instances ethical and more sustainable products matched the prices or were even cheaper than the competition.

However, this brings the talk to the next point, which is about the false economy, where believing that buying cheap means saving money.

Take for example the life span of an item of clothing. Does buying a cheap product that falls apart quickly and needs to be replaced often, save you money in the long term?

The answer is no and this is where consumer behavior needs to recognize the difference between worth and value.

The good sign is that consumers are waking up. Starting 2014, Nielsen’s Global Survey on Corporate Social Responsibility, showed that 55 percent of global online consumers across 60 countries were willing to pay more for products and services from companies that are committed to positive social and environmental impact.

However, the next step is not easy as more and more big brands appear on the market pretending to be "green", "Eco-friendly" and "climate neutral", without clearly explaining what is the benefit they achieved.

Responsible consumer behavior is something that requires mind setting. The interest for achieving it has been growing, irrespective of different generations or countries. And, one thing is certain: responsible and sustainable consumption is affecting us all.

It touches where it really matters: our money, our health, our lifestyle and our community.

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