Environmentally conscious online shopping – Women a little more mindful

Contents

When shopping online, women pay slightly more attention to reducing environmental impact than men. This is the result of a representative survey conducted by the industry association Bitkom. In order to improve the environmental balance of their own consumption, a third of those surveyed try to buy less online and more locally instead. In this case, however, Bitkom warns against making sweeping judgments.

Personal responsibility and external expectations

Bitkom surveyed 1180 internet users aged 16 and over, including 1127 online shoppers who had made purchases on the internet in the past 12 months. According to this
69 percent of those surveyed try to adapt their shopping behavior to make it more environmentally friendly. For example, they bundle individual orders in order to reduce delivery emissions. Women include this in their purchasing decisions 75% of the time, men 63%. However, respondents also expect retailers to show a commitment to the environment. For example, 92% agree that retailers should pack as many goods as possible in the same box.

Dr. Bernhard Rohleder, Managing Director of Bitkom, mentions another area for improvement –: the package size used. "Products the size of a USB stick, for example, are often sent in shoebox-sized parcels. If senders manage to avoid excessive packaging waste, they also reduce the environmental impact of deliveries." He also warns against making hasty judgments about the environmental impact of online orders and shopping in bricks-and-mortar stores: "You can't make a blanket statement that shopping in bricks-and-mortar stores is lower in emissions than ordering online – it all depends on the individual case. If you drive to the shopping center by car, then delivery by a parcel service provider can be much better for the environment."

Meanwhile, 59% of respondents believe that the environmental impact of online orders will continue to improve. They expect that completely emission-free deliveries will soon be standard.

Clothing and media

According to the Federal Statistical Office, the proportion of people who use online shopping in Germany has continued to rise in recent years. While 80% of people between the ages of 16 and 74 said they had shopped online in 2021, 83% said the same in 2024. The proportion of people who shop online is highest in the middle age group. Around 90% of 25 to 54-year-olds have already bought something online. Among 16 to 24-year-olds, the proportion is around 85%, while 55 to 74-year-olds have the lowest proportion at 73%.
Most people buy clothes online, followed by films, series and music –, mostly in streaming formats. This is followed by food and other media products and goods.

Methodology

The survey was conducted by Bitkom Research on behalf of the digital association. It was conducted in October 2024. The question was: "When you think about climate protection and sustainability when shopping online, to what extent do the following statements apply to you or in your opinion?".

(kbe)