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Blake, Wm. A Surinam Planter in his Morning Dress. 1796.

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A new study finds wealthier consumers are less willing to spend on sustainable products than those in lower income brackets. Despite the push for eco-friendly options, only 45% of high earners would pay a 10% premium for sustainability.

“The more wealthy this consumer is, the more they scrutinize, interestingly enough, how they spend their hard-earned money,” a researcher said.

Overall, 52% of respondents are open to paying more for sustainable goods, with younger consumers showing the greatest enthusiasm for sustainable spending. Among “passive activists,” 76% support a 10% price increase for greener products.

Still, most consumers prioritize quality over sustainability. Just 35% would consider lower-performance products if they are more sustainable.