HOW CHANGING CUSTOMER BEHAVIOUR IS RESHAPING E-COMMERCE AND SUSTAINABILITY

Consumer behaviour has shifted dramatically over the past few years, and the message is clear: people are making more conscious, environmentally driven choices in how, and where, they shop.

As an e-commerce agency, we’ve seen firsthand how brands that embrace sustainability aren’t just meeting customer expectations, they’re thriving. This cultural shift is rooted in growing environmental awareness, and understanding how it’s evolved can help your business tap into what today’s consumers really want.

A New Era of Conscious Consumerism

The turning point in public awareness came in 2017, when Blue Planet II, narrated by Sir David Attenborough, reached over 17 million viewers. It exposed the devastating impact of plastic pollution on marine ecosystems, sparking a viral response across social media and inspiring millions to reduce their plastic use.

Soon after, public outcry led to legislation banning plastic straws, cotton buds, and wet wipes in several countries. But this wasn’t a one-off trend, it was the start of a widespread cultural awakening.

In 2018, 15-year-old climate activist Greta Thunberg amplified the movement. What began as a lone protest outside Sweden’s parliament became a global youth-led call to action, resulting in over 1.4 million students participating in school climate strikes. The message? Future generations demand change, and businesses need to listen.

What is the Circular Economy and Why Should You Care?

With this heightened awareness, consumers have begun to expect more from the brands they buy from. One key concept gaining traction is the circular economy, which seeks to eliminate waste by rethinking how products are made, used, and reused.

Pioneers like Bea Johnson—author of Zero Waste Home—helped popularise the concept with a simple framework: the Five R’s of zero waste living:

1) Refuse – Avoid unnecessary packaging, especially plastic.

2) Reduce – Buy only what’s truly needed.

3) Reuse – Repair and repurpose whenever possible.

4) Recycle – Sort waste responsibly so it re-enters production.

5) Rot – Compost food and organic waste to enrich soil naturally.

This mindset has heavily influenced buying habits. Customers are now looking for brands that align with these values, not just in their products, but in how they operate.

If your business produces or uses recyclable materials, joining a marketplace like The Green Alchemist can help you connect with others to responsibly source, sell, or dispose of materials supporting the circular economy and building trust with eco-conscious customers.

The Rise of the Zero Waste Shopper

With this shift in values has come a new kind of consumer, one who shops with intention. Zero waste stores are leading the charge, offering packaging-free options that allow customers to refill their own containers with everything from grains to shampoo.

These stores often go beyond product offerings:

1) They promote eco-friendly alternatives like bamboo toothbrushes or natural cleaning agents.

2) They support local causes, like tree-planting campaigns or charitable donations tied to sales.

3) They embrace a holistic, non-aggressive business model that prioritises community and the environment.

This model appeals to consumers who are increasingly wary of traditional consumerism. It’s not just about reducing plastic, it’s about aligning purchases with personal values.

Digital Businesses Are Adapting Too

The COVID-19 pandemic accelerated a shift to online shopping, and digital-first businesses have had to quickly evolve. Many brands are now turning to agencies like ours to help them position themselves as green businesses.

Working with a Shopify agency, for instance, allows you to:

1) Build a sustainable digital storefront

2) Highlight your eco-friendly values in your branding and messaging

3) Attract and retain environmentally conscious customers with targeted campaigns

Agencies that share your values, like ours can help you integrate sustainability into every aspect of your online presence, from packaging solutions to social impact initiatives.

Consumer Priorities Are Changing

If you're still unsure about how important sustainability is to today’s buyers, consider this:

According to a recent Deloitte report titled "Shifting Sands: How Consumer Behaviour is Embracing Sustainability":

1) 43% of consumers choose brands based on their environmental impact

2) 34% prefer brands with proven ethical practices

3) 66% have already reduced their use of single-use plastics

This isn’t a trend. It’s a movement, and businesses that adapt will not only appeal to today’s customers but also help lead the way toward a more sustainable future.

Final Thoughts The bottom line is this: consumers are more informed, more engaged, and more selective than ever before. They want to support businesses that align with their values, especially when it comes to sustainability.

As an e-commerce business, your opportunity is clear. By adopting circular economy principles, reducing waste, embracing eco-friendly packaging, and building an ethical brand presence online, you won’t just keep up, you’ll stand out.

Let’s build a better business together, one that your customers will be proud to support.