According to GfK, despite permanent crises and high inflation, consumers in Germany continue to buy sustainably and are still willing to pay higher prices for sustainable products. When it comes to larger purchases, the proportion of those consumers who plan to buy and are willing to pay a higher price for a sustainable product has risen significantly to 75 percent, up from 68 percent in July. “Because of skyrocketing energy prices, consumers are currently looking specifically for energy-saving products such as household appliances. They are accepting a higher purchase price for these more sustainable products – says Petra Süptitz, sustainability and consumer insights expert at GfK, explaining the growth –. On the other hand, there are fewer opportunities for financial compensation in the case of food or hygiene articles, and here consumers are saving on purchases”.