The 2025 GreenFlex-ADEME Barometer highlights a paradox in France. While 8 out of 10 citizens recognize the urgency of the climate crisis and the need to rethink consumption habits, active engagement in responsible consumption is falling. The proportion of mobilized consumers has dropped to 73%, five points lower than the previous year. Many citizens feel discouraged by the perceived lack of collective action and are prioritizing safety concerns over environmental issues.
Barriers to sustainable consumption
Consumers continue to face significant obstacles when attempting to adopt responsible behaviors. High costs remain the leading barrier, with 61% of mobilized consumers considering sustainable products too expensive. Half of them also believe there is insufficient availability of sustainable alternatives in stores. Moreover, 47% of non-mobilized individuals feel that their personal actions are meaningless without broader collective change. Other barriers include commercial pressures, reluctance to give up pleasures, doubts about product quality, and limited knowledge of responsible practices.
Openness to alternative consumption models
Despite these challenges, consumers remain receptive to new approaches. A majority, 88%, say they regularly question the necessity of a purchase before buying. Many express interest in alternatives such as slower but cheaper delivery options, pre-orders to reduce overproduction, or repair-based advice from sellers. Trust in major brands is slowly increasing, but it is conditional. Only 19% trust companies based on communication alone, while 72% demand concrete proof of social and environmental commitment.
Promotions still drive consumer choices
The report also reveals that novelty and promotions continue to drive consumption patterns, especially among younger consumers. New clothing lines and mobile phone models encourage frequent purchases, while promotional offers influence 56% of final buying decisions. For many, urgency and discounts outweigh sustainable intentions, reinforcing overconsumption behaviors.
A society needing systemic change
The 2025 Barometer concludes that responsible consumption is losing ground in both behavior and discourse. Citizens face contradictory incentives that undermine sustainable habits. The study stresses the urgent need for systemic change that reduces commercial pressure and promotes alternative models prioritizing the common good. Only through stronger collective dynamics and concrete action from both brands and consumers can a sustainable future be achieved.
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