Scandinavian consumers demonstrate limited awareness of their personal carbon footprints, according to recent research of Deloitte. Nearly two-thirds of respondents admit they have no idea about their own emissions, and environmental impact is rarely considered when making purchases. In Norway, 69% of people acknowledge they do not know their carbon footprint, and only 14% regularly discuss emissions with family or friends.
Belief in individual climate action
Despite low awareness, many Scandinavians still believe that reducing carbon emissions is worthwhile. A majority—51%—reject the notion that individual actions are meaningless in the fight against climate change. This suggests that although many are uninformed about their own carbon footprint, they still see value in sustainability efforts.
Scandinavian trends mirror Europe
The Scandinavian trend aligns with findings across Europe. In the UK, 66% of respondents are unaware of their carbon footprint, while in the Netherlands, the figure stands at 60%. Italy fares slightly better, with 54% lacking knowledge, but conversations about emissions remain infrequent. Between 17% and 24% of Europeans question whether personal action has any real impact.
Younger consumers prioritize sustainability
Environmental concerns play a more significant role in purchasing decisions for younger consumers. Among Scandinavians aged 16–24, 32% consider a company's carbon footprint when making purchases. However, this level of consideration declines with age, with only 20% of those aged 55 and older taking sustainability into account.
Refurbished phones gain some traction
Phones are the most commonly considered refurbished device, with 14% of respondents open to buying pre-owned smartphones. Laptops (10%) and smart TVs (9%) follow. Despite this, the majority of consumers still prefer new devices over refurbished alternatives.
Men more open to refurbished tech
Men display a greater willingness to buy refurbished devices than women. Among male respondents, 37% express interest in purchasing a pre-owned smartphone, laptop, or TV, compared to 28% of women. Nevertheless, refurbished tech remains a niche market overall, with new products dominating consumer preferences.
Denmark leads in refurbished adoption
While refurbished smartphones are the most accepted pre-owned device across Scandinavia, Denmark exhibits the highest willingness to embrace used tech. Consumers tend to be selective about the devices they purchase used, with smartphones and laptops leading the category due to potential cost savings.
Market
Trade-in
Repair
Refurbishing
