ReBound research flags growing shopper appetite to pay extra for sustainable online returns

New ReBound research highlights a growing demand for greener reverse logistics, with 18% of shoppers saying they are willing to pay extra to make their product returns more sustainable.

A survey of more than 5,000 consumers found that, while sustainability is a priority for many, the cost remains a key factor. Half of all respondents stated they are not yet ready to pay extra for more environmentally friendly returns.

The willingness to spend more to support sustainability is especially pronounced among younger consumers. 32% of those aged 16-24 reported being happy to pay a premium for greener returns. In contrast, 9% of those aged 55 and above felt the same.

Alexandra Romantseva, Global Marketing Manager at ReBound, says: “This data underscores the growing expectation among consumers, especially younger ones, that retailers offer more sustainable return options. Retailers don’t have to choose between affordability and sustainability.”

“Giving customers the choice to opt for greener returns at the point they initiate the return enables brands to align with evolving customer behaviour and move towards their own environmental guidelines and values. It’s possible to offer flexibility that benefits everyone, and empowering shoppers to make the decision they feel most comfortable with, which boosts customer experience.

“There is a tendency to think of sustainability in returns as the carbon footprint of an item’s return journey, or whether the type of packaging used is single-use, biodegradable, or reusable. However, it’s a complex set of factors that includes carrier choice and greener energy to power warehouse operations.”

“Smarter returns management strategies like consolidating shipments, optimising parcel routes, and utilising local return hubs can significantly reduce unnecessary mileage and emissions. Ultimately, the retailers leading on providing sustainable returns options are best positioned to future-proof their operations against changing consumer expectations.” 

The survey also reveals a strong interest in circularity services as part of the returns process. 67% of respondents expressed a desire for services that allow then to send electronics for recycling and donation. A further 60% would like similar services for fashion items.

48% of consumers interested in these services said they would use them multiple times a year, and another 31% would likely use them at least once per year.

2025 RTIH INNOVATION AWARDS

Green retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.