{"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\/it\/sustainability\/2020-08-31\/kearney-studie-nachhaltige-produkte-sind-zu-teuer\/","title":{"rendered":"Studio Kearney: i prodotti sostenibili sono troppo cari"},"content":{"rendered":"
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I prodotti sostenibili spesso costano molto di pi\u00f9 di quanto i consumatori siano disposti a pagare. (Credit: Shutterstock)<\/figcaption><\/figure>\n

Gli articoli sostenibili costano in media dal 75 all'85% in pi\u00f9 rispetto ai prodotti convenzionali, come ha analizzato Kearney nello studio \"Why today's pricing is sabotaging sustainability\". I ricarichi pi\u00f9 elevati, fino al 220%, si registrano nei settori della moda, della bellezza e della sanit\u00e0. Gli alimenti per bambini e l'energia hanno i costi aggiuntivi pi\u00f9 bassi, pari a circa il 20%. <\/span><\/p>\n

Prezzi eccessivi<\/span><\/strong><\/p>\n

\"I prodotti sostenibili spesso costano molto di pi\u00f9 di quanto i consumatori siano disposti a pagare. Non \u00e8 detto che sia cos\u00ec\", afferma Carsten Gerhardt, partner ed esperto di sostenibilit\u00e0 presso la societ\u00e0 di consulenza manageriale Kearney. \"Il motivo risiede nel prezzo convenzionale. Se i proprietari dei marchi e i rivenditori si orientassero ai costi effettivi sostenuti e ripensassero i loro prezzi convenzionali, potrebbero aumentare le vendite e guadagnare punti nella competizione.\"<\/span><\/p>\n

Gli alimenti freschi, come i pomodori biologici, hanno un prezzo aggiuntivo pi\u00f9 basso rispetto ai prodotti trasformati, come i pomodori biologici in scatola. Diversi studi dimostrano che questi premi di prezzo sono esorbitanti rispetto ai premi che i clienti sono disposti a pagare. Secondo questi studi, circa il 70% di tutti i consumatori spenderebbe fino al 10% in pi\u00f9 per prodotti sostenibili, il 15% addirittura il 30% e il restante 15% accetterebbe sovrapprezzi ancora pi\u00f9 alti. <\/span><\/p>\n

\"Possiamo supporre che un supplemento di sostenibilit\u00e0 del dieci per cento sarebbe ben accolto dal mercato di massa\", afferma Gerhardt. L'indagine mostra anche che la disponibilit\u00e0 dei consumatori a pagare di pi\u00f9 per i prodotti sostenibili \u00e8 cresciuta in tutte le regioni, i livelli di reddito e le categorie. Se nel 2015 il 66% accettava un sovrapprezzo moderato, oggi \u00e8 l'80%.<\/span><\/p>\n

I veri costi aggiuntivi derivano dalla produzione<\/span><\/strong><\/p>\n

Gerhardt spiega gli esorbitanti premi di prezzo dei prodotti sostenibili con i prezzi convenzionali dei proprietari dei marchi e dei rivenditori. I veri costi aggiuntivi per la sostenibilit\u00e0 sono sostenuti all'inizio della catena del valore, soprattutto nella produzione. Tuttavia, essi costituiscono solo una piccola parte del prezzo finale, spesso nell'ordine del dieci per cento. Oltre all'aumento dei costi di produzione, ci sono anche i sovrapprezzi per la certificazione dei marchi ecologici e i sovrapprezzi per i volumi, dato che vengono prodotte solo quantit\u00e0 minori. <\/span><\/p>\n

I costi per le certificazioni sono relativamente bassi, pari a circa il cinque per cento del mark-up. Al contrario, la maggior parte del prezzo aggiuntivo richiesto, fino all'80% per i prodotti non alimentari e al 70% per i prodotti alimentari, \u00e8 dovuta ai costi generali allocati, al branding e ai relativi margini di profitto dei proprietari del marchio e dei grossisti e dettaglianti. <\/span><\/p>\n

Di conseguenza, il maggior prezzo aggiuntivo per la sostenibilit\u00e0 proviene da fasi che non hanno alcuna influenza o ne hanno pochissima sulla sostenibilit\u00e0, mentre la parte della creazione del valore che ha la maggiore influenza sulla sostenibilit\u00e0 degli articoli, di solito la produzione, ha la quota minore dei costi del prodotto finale.<\/span><\/p>\n

Gerhardt: \"I proprietari dei marchi e i commercianti lungo la catena del valore potrebbero calcolare i sovrapprezzi per i prodotti sostenibili in modo tale da essere accettati da un maggior numero di consumatori. Con un supplemento di prezzo del dieci per cento, i costi aggiuntivi per la produzione sostenibile sarebbero coperti e il prezzo finale non si moltiplicherebbe come oggi. Questo non solo andrebbe a vantaggio dei clienti e delle aziende, ma anche dell'ambiente\".<\/span><\/p>\n

www.kearney.ch<\/span><\/em><\/a><\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

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 […]<\/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":"\nKearney Studie: Nachhaltige Produkte sind zu teuer - Organisator<\/title>\n<meta name=\"description\" content=\"Eine neue Studie der Unternehmungsberatung Kearney deckt die \u00fcberh\u00f6hten Preisspannen und Potentiale bei \u00f6kologischen Produkten auf.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/sostenibilita\/2020-08-31\/kearney-studie-nachhaltige-produkte-sind-zu-teuer\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kearney Studie: Nachhaltige Produkte sind zu teuer - 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