{"id":10201,"date":"2020-08-31T12:40:35","date_gmt":"2020-08-31T10:40:35","guid":{"rendered":"https:\/\/www.umweltperspektiven.ch\/?p=3313"},"modified":"2022-02-09T11:09:56","modified_gmt":"2022-02-09T10:09:56","slug":"kearney-studie-nachhaltige-produkte-sind-zu-teuer","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/en\/sustainability\/2020-08-31\/kearney-studie-nachhaltige-produkte-sind-zu-teuer\/","title":{"rendered":"Kearney study: Sustainable products are too expensive"},"content":{"rendered":"<figure id=\"attachment_3314\" aria-describedby=\"caption-attachment-3314\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3314 size-medium\" src=\"\/\/www.umweltperspektiven.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock.jpg\" alt=\"\" width=\"680\" height=\"454\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock.jpg 1000w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-680x454.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-768x512.jpg 768w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-18x12.jpg 18w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-262x175.jpg 262w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-525x350.jpg 525w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-920x614.jpg 920w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/08\/shopping-01_credit_shutterstock-300x200.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-3314\" class=\"wp-caption-text\">Sustainable products often cost much more than consumers are willing to pay. (Credit: Shutterstock)<\/figcaption><\/figure>\n<p><span style=\"font-family: 'Arial',sans-serif;\">Sustainable items cost on average 75 to 85 percent more than conventional products, as Kearney investigated in the study \"Why today's pricing is sabotaging sustainability\". The highest markups of up to 220 percent are found in fashion, beauty and healthcare. Baby food and energy have the lowest additional costs at around 20 percent. <\/span><\/p>\n<p><strong><span style=\"font-family: 'Arial',sans-serif;\">Overpriced prices<\/span><\/strong><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">\"Sustainable products often cost much more than consumers are willing to pay. That doesn't have to be the case,\" says Carsten Gerhardt, partner and sustainability expert at management consultancy Kearney. \"The reason lies in conventional pricing. If brand owners and retailers were guided by the actual costs incurred and rethought their conventional pricing, they could increase their sales and score points with the competition.\"<\/span><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">Fresh foods such as organic tomatoes have a lower additional price than processed products such as organic canned tomatoes. Various studies show that these price premiums are exorbitantly higher than the premiums that customers are willing to pay. According to these studies, around 70 percent of all consumers would spend up to ten percent more for sustainable products, 15 percent even 30 percent, and the remaining 15 percent would accept even higher markups. <\/span><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">\"We can assume that a sustainability surcharge of ten percent would be well received in the mass market,\" Gerhardt says. The study also shows that consumers' willingness to pay more for sustainable products has grown across all regions, income levels and categories. While 66 percent accepted a moderate surcharge in 2015, the figure is now 80 percent.<\/span><\/p>\n<p><strong><span style=\"font-family: 'Arial',sans-serif;\">True additional costs arise in production<\/span><\/strong><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">Gerhardt explains the exorbitantly high price premiums of sustainable products with conventional pricing by brand owners and retailers. The true additional costs for sustainability are incurred at the beginning of the value chain, especially in production. However, they account for only a small portion of the final price, often in the narrow range of ten percent. Beyond the increased production costs, there are also certification surcharges for eco-labels and volume surcharges because only smaller quantities are produced. <\/span><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">The costs for certifications are relatively low at around five percent of the markups. By contrast, the largest share of the required additional price, up to 80 percent for non-food products and 70 percent for food products, is accounted for by allocated overhead costs as well as branding and the relative profit margins of brand owners and wholesalers and retailers. <\/span><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">Consequently, the largest additional cost for sustainability comes from steps that have no or very little impact on sustainability, while the part of the value chain that has the greatest impact on the sustainability of the items, usually production, has the smallest share of the final product cost.<\/span><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\">Gerhardt: \"Brand owners as well as retailers along the value chain could calculate the surcharges for sustainable products in such a way that they would be accepted by more consumers. With a ten percent price surcharge, the additional costs for sustainable production would be covered and the final price would not multiply as it does today. This would benefit not only customers and businesses, but also the environment.\"<\/span><\/p>\n<p><span style=\"font-family: 'Arial',sans-serif;\"><a href=\"\/\/www.kearney.ch\"><em><span style=\"font-family: 'Arial',sans-serif; color: #a8111c;\">www.kearney.ch<\/span><\/em><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3317\" src=\"\/\/www.umweltperspektiven.ch\/wp-content\/uploads\/2020\/08\/FG-Why-todays-pricing-sabotages-sustainability-1_DE.jpg\" alt=\"\" width=\"680\" height=\"453\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Nachhaltige Artikel kosten im Schnitt um 75 bis 85 Prozent mehr als herk\u00f6mmliche Produkte, wie Kearney in der Studie \u00abWhy today\u2019s pricing is sabotaging sustainability\u00bb untersucht hat. Die h\u00f6chsten Aufschl\u00e4ge von bis zu 220 Prozent sind bei Mode, Beauty und Healthcare zu finden. Die geringsten Mehrkosten haben Babynahrung und Energie mit rund 20 Prozent. \u00dcberteuerte [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":3314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kearney Studie","_yoast_wpseo_metadesc":"Eine neue Studie der Unternehmungsberatung Kearney deckt die \u00fcberh\u00f6hten Preisspannen und Potentiale bei \u00f6kologischen Produkten auf.","articlekey":"","footnotes":""},"categories":[580],"tags":[820,1768,1770,460],"class_list":["post-10201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability","tag-bio-produkte","tag-nachhaltige-lieferketten","tag-nachhaltige-produkte","tag-studien"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kearney Studie: Nachhaltige Produkte sind zu teuer - 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