Responsibility increasing in Finnish attitudes – people willing to pay for the sustainability of products  

The majority of Finnish people consider buying sustainable products to be the measure of a responsible consumer. Moreover, they are willing to pay a premium for sustainable products, and “pioneer digital shoppers” in particular have become increasingly willing to pay during the pandemic. The majority of the Finns would like to favour shops that fulfill their corporate social responsibility in Finland, but the willingness to pay for it is slightly lower.