A new consumer research study conducted by ReBound Returns has revealed a growing shift in consumer expectations around sustainability in reverse logistics, with younger shoppers in the U.S. emerging as strong advocates for eco-friendly return practices.
Based on a survey of over 5,000 consumers, the research shows that 18% of U.S. shoppers are willing to pay more for sustainable return options, signaling an opportunity for retailers to reimagine post-purchase services in line with environmental values. While half of all respondents acknowledged that sustainability is important, they admitted they are not yet ready to bear additional costs. However, generational divides were apparent in the results: nearly one-third (32%) of shoppers aged 16 to 24 said they are happy to pay a premium for greener returns, while only 9% of consumers aged 55 and above felt the same.
The findings highlight how shifting consumer sentiment—particularly among Gen Z—could reshape how retailers approach reverse logistics. With returns often perceived as a logistical burden and an emissions-heavy process, many retailers are now facing pressure to adopt practices that minimize environmental impact.
ReBound’s global marketing manager Alexandra Romantseva noted that while sustainability in returns is often associated with packaging or carbon emissions from transport, it actually involves a broader range of factors—including carrier selection, warehouse energy use, and logistics efficiency. She emphasized that brands can offer sustainable options without compromising cost-efficiency by providing choices at the point of return initiation. Such options could include consolidated shipping, optimized parcel routing, and leveraging local return hubs to reduce mileage and emissions.
The study also sheds light on a growing consumer interest in circularity as part of the returns process. Sixty-seven percent of respondents said they are interested in services that would allow them to return electronics for donation or recycling, while 60% expressed interest in similar services for fashion items. Among those who showed interest in these programs, nearly half indicated they would use them multiple times a year, and an additional 31% said they would use them at least once annually.
As sustainability moves from a niche concern to a mainstream expectation, brands that fail to offer environmentally responsible return options may risk losing trust and loyalty among younger consumers. Retailers who lead on innovation in reverse logistics now may not only reduce their environmental impact—but also future-proof their business against rising expectations.
