Sustainability & resale reshape how US consumers shop

Consumers are increasingly factoring sustainability into everyday buying decisions and are turning in greater numbers to second-hand and resale channels, according to new research from product information firm Akeneo.

Akeneo's latest PX Pulse survey of 1,000 US consumers aged 18 and over found that nine in 10 prioritise sustainable shopping in some form. It also points to rising expectations that brands and retailers provide clear information on sourcing, materials and environmental impact at the point of purchase.

Transparency expectations

Many shoppers now treat sustainability and sourcing details as standard product information. The survey found that 41% expect brands to proactively disclose how products are made and their environmental impact, while 24% expect the information to be available on demand.

That expectation is closely tied to trust. Nearly three-quarters of consumers (72%) said strong supply-chain transparency at least moderately increases their trust in a brand. The findings suggest product information is becoming more central to loyalty as well as conversion, especially when shoppers want confidence in what they are buying and how it was produced.

Sustainability checks appear routine for a large share of consumers. More than three-quarters (77%) said they look for sustainability information at least sometimes when shopping. Within that group, 13% said they always look and 30% said they often look.

Packaging remains the most common source for sustainability details, cited by 58% of respondents. Online sources also feature prominently: 36% cited the retailer's website and 34% the product detail page. Online reviews were cited by 26% and social media by 14%.

The range of channels highlights the challenge of keeping information consistent. A shopper might see a product in-store, check reviews on a phone, then compare listings across multiple retail sites. Missing or conflicting information at any step can erode confidence and cost a sale.

Price still leads

Sustainability considerations appear to be rising alongside traditional buying drivers rather than replacing them. Price remained the most influential factor, cited by 61% of respondents, followed by product quality or durability at 52%.

Even so, sustainability is playing a growing role in purchase evaluation. Akeneo reported that 90% of respondents prioritise sustainable shopping to some degree, placing it alongside brand reputation and ethical practices in the broader decision set.

When asked what information they expect, respondents focused on practical, traceable attributes. Materials used was the most sought-after detail (61%), followed by where a product was made (58%) and environmental impact (42%).

Missing details

Incomplete information carries a commercial cost. Nearly half of consumers said they are less likely to buy, or more likely to switch brands, when sustainability details are missing.

Other gaps also stop purchases. Size, fit or compatibility details were the most common deal-breakers (50%), followed by materials information (40%) and product visuals (35%).

The results suggest sustainability messaging sits within a broader need for complete product listings. Shoppers may want to know origin and impact, but they still need clear sizing, reliable specifications and accurate images. Without those basics, sustainability claims may not be enough to keep them engaged.

ReCommerce shift

The survey also points to growing interest in reCommerce. Akeneo found that 60% of consumers said their interest in sustainability and/or reCommerce has increased over the past year, with 37% reporting increased interest in both.

Buying second-hand from established brands has also become common. Nearly half of respondents (44%) said they have purchased second-hand, pre-owned or refurbished products directly from a brand.

Alternative channels remain significant. Peer-to-peer resale platforms were used by 38% of respondents, while 39% cited thrift shopping, including second-hand and charity stores.

As resale becomes mainstream, consumers appear to want the same level of clarity they expect when buying new. That includes accurate descriptions of condition, materials and provenance, especially when items may have changed hands multiple times or vary by wear and refurbishment.

The shift also increases pressure on brands to manage product information across multiple lifecycles rather than a single version of a product.

"ReCommerce and resale introduce a new level of complexity for product data. Brands are managing multiple lifecycles, conditions, and histories instead of a single version of a product," said Romaine Fouache, CEO of Akeneo.

"Ensuring accuracy across materials, condition, origin, and impact is incredibly challenging, especially if the product has exchanged hands, but it's also non-negotiable for consumers. As more consumers shop second-hand and refurbished products, trust depends on whether brands can deliver the same level of transparency and confidence they have grown accustomed to and expect from new products."

The survey was commissioned by Akeneo and conducted by Dynata among 1,000 US consumers in January 2026, focusing on how interest in and expectations around sustainable shopping options and reCommerce have evolved.