Meet&CoNEW YORK — The furniture industry is struggling to effectively communicate its sustainability efforts to consumers, according to a recent survey by Provoke Insights. Despite growing environmental awareness, the furniture sector is failing to position itself as a leader in sustainable practices.
When asked which industries were leading in sustainability, only 3% of respondents identified furniture. In comparison, sectors like skincare (13%), vitamins and supplements (13%), and apparel (12%) scored significantly higher. Furthermore, furniture ranked among the least sustainable industries, trailing behind luxury goods (14%), automobiles (12%), and electronics (12%).
However, consumer interest in eco-friendly furniture remains strong. Forty-three percent of buyers described themselves as environmentally conscious, and more than half (57%) said they would be inclined to purchase furniture labeled as sustainable.
Source: https://www.furnituretoday.com/
Price remains a significant barrier to purchasing sustainable furniture, with 55% of respondents citing it as a top concern. Breaking down the issue further, 48% of consumers said they would buy sustainable furniture, but only if the price increase was minimal. Meanwhile, 30% said they wouldn’t purchase it if it cost more than non-sustainable options.
Other challenges included concerns about the durability and quality of eco-friendly furniture (27%), limited availability (23%), a narrow range of styles and options (23%), and a lack of clarity around sustainability claims (15%).
A sizable 43% of consumers who made a furniture purchase in the last month indicated they prefer to buy from brands supporting environmental causes. These buyers were also more likely to try new, lesser-known brands (38%).
Looking at broader shopping trends, 66% of respondents reported purchasing furniture in the past year, with even higher rates among parents (77%), urban dwellers (75%), and Millennials (73%). The most common purchases were mattresses (25%), followed by lamps/lighting, bedroom sets, storage cabinets, and sofas.
The survey also revealed that price-sensitive shoppers dominate the market. While 27% of respondents said they mostly buy furniture on sale, only 17% tend to pay full price regularly. The remaining 56% exhibited a mix of both behaviors.
Provoke Insights surveyed in collaboration with Furniture Today, polling a representative sample of 1,500 U.S. adults aged 21 to 65 in September, using a 15-minute online survey.
