The Green Pricing Pulse Check 2026 offers a quantitative view of how German consumers value sustainability in products with chemical components. Based on a survey of 1,038 consumers across four product categories – laundry detergent, facial cream, mattresses, and shirts/blouses – the report is designed to help chemical companies measure the commercial relevance of sustainability in consumer goods.
The study was conducted by experts from Horváth's Chemicals Team. By translating consumer willingness-to-pay data into a clear hierarchy of sustainability attributes, it supports a value-based pricing approach, as well as product portfolio and innovation choices for sustainable chemical products.
Key findings of the study include:
68 percent of German consumers factor sustainability into purchasing decisions; over half are willing to pay a premium
Individual sustainability attributes command price premiums of 20 to 30 percent; fully sustainable products reach +45 to +64 percent
Bio-based ingredient chemistry is the dominant value driver across all four product categories, while recycled packaging consistently ranks lowest
Bundled sustainability premiums fall below the additive sum of individual attributes, indicating a clear consumer price ceiling
Premium-paying behavior varies sharply by age, gender, and household size
The study concludes with three recommendations for the chemical industry: building evidence-based value propositions for sustainable ingredients, integrating willingness-to-pay logic into product and portfolio decisions, and establishing dedicated commercial capabilities alongside the legacy business.
The complete results are available in the full study report. To discuss what the findings and our recommendations mean for your business, we invite you to an exchange with our chemicals and pricing experts.
