Young people in Spain want to consume sustainably — but only if prices don’t rise

• Sustainability

A recent report on “Youth perspectives on sustainability” reveals that six out of ten young people in Spain would be willing to change their consumption habits to choose more sustainable products and services, provided that doing so does not imply higher prices. The data — based on over 1,000 interviews with people aged 18 to 30 and presented at the Spanish Parliament — identify cost as the main barrier to turning environmental intent into real behavior.

What do the numbers actually say?

According to the study, beyond the 60% willing to change if prices remain stable, only about three out of ten young people would regularly accept paying more for a sustainable alternative. This highlights strong price sensitivity among youth: they are motivated by sustainability, but their ability or willingness to absorb extra costs is limited.

The report goes beyond a single figure and identifies sectors where young people demand greater sustainability efforts. Leading the list are fashion and sustainable clothing and accessories, followed by transport, sustainable food, and technology. Across all sectors, young consumers expect transparency in the value chain and lower environmental impact, but stress that widespread adoption depends on competitive pricing and availability.

Barriers and perceptions: more than just price

While price is the most frequently mentioned barrier, the study also highlights other perceived limitations: lack of clear information about which products are truly sustainable, distrust toward companies (potential greenwashing practices), and accessibility issues such as distribution and limited variety. Young people view institutions like the European Union and NGOs as ambitious sustainability actors, but expect a more proactive role from companies and large corporations.

Implications for brands and retailers

For businesses, the message is twofold: there is a clear opportunity among young consumers, but success depends on reducing price friction and improving communication. Practical recommendations for brands include:

• Reviewing costs and margins to offer sustainable product ranges with competitive or tiered pricing.

• Transparent labeling and communication explaining what makes a product sustainable (materials, emissions, recyclability, labor conditions).

• Alternative models such as subscriptions, repairability, recommerce, and rental services to increase adoption without requiring a high one-time payment.

• Certifications and social proof: using reliable labels and real-life cases to reduce perceptions of greenwashing.
  If companies integrate these practices, they can turn stated willingness into real purchases, capturing the loyalty of a generation that values purpose but shops on a limited budget.

Recommendations for public policy

The data also offer lessons for policymakers: if the goal is to accelerate the transition to a greener economy, affordability must be addressed. Possible policy measures include:

• Temporary subsidies or incentives for key sustainable products (e.g., energy-efficient appliances, clean transport).

• Support for innovation and local production to reduce supply-side costs.

• Educational campaigns and mandatory labeling to make product comparisons easier.

• Progressive green taxation that avoids increasing the burden on young households with lower purchasing power.
  Combining supply-side incentives with consumer protection can transform pro-environmental intent into structural changes in consumption.

How to turn intention into everyday action (a guide for young people)

If you are young and want to consume more sustainably without breaking your budget, here are some practical strategies:

• Prioritize high-impact changes first (reducing single-use plastics, choosing shared transport or cycling).

• Buy consciously: reuse and repair before replacing; look for second-hand clothing and refurbished electronics.

• Stay informed: compare labels and look for reliable certifications; avoid decisions based solely on advertising.

• Group online purchases and avoid unnecessary shipping to reduce logistics-related emissions.

With small, consistent decisions, you can reduce your environmental impact without paying more for every product.

Ultimately, this study highlights a hopeful paradox: there is strong youth willingness toward sustainability, but it is conditioned by personal finances. Turning that willingness into real impact requires coordinated action from companies, public authorities, and citizens.

Brands that design affordable sustainable offerings and policies that reduce costs or ease the transition will directly influence whether that 60% truly becomes sustainable consumers.