B
Evidence Grade B
Graded
under review
Safe to Cite
Current
66%
66% -- willingness to pay premium for sustainable goods for global consumers (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
66%
Unit
Percentage
Data Vintage
2026
Entity
Geography
APAC
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen
Primary
Tier C
https://www.arcticblue.net.au/sustainable-branding-beyond-recycling/ ↗
Source Article
Sustainable branding - beyond recycling.
Original Research
Nielsen
· Original study ↗
Methodology
Cited from Nielsen's Consumers Report
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2023 | 66% | |
| 2026 (current) | 66% | 0% |
Segmentation
Industrymarketing
RegionAPAC
RoleAll marketers
Cite this stat
Plain Text
global consumers: 66% willingness to pay premium for sustainable goods. Source: Nielsen (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/global-consumers-pay-more-sustainable-goods
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<blockquote cite="https://lighthousedata.io/data/global-consumers-pay-more-sustainable-goods" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>66%</strong> -- willingness to pay premium for sustainable goods for global consumers<br><small>Source: Nielsen (2026) · <a href="https://lighthousedata.io/data/global-consumers-pay-more-sustainable-goods" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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