Sustainability in Germany: high Awareness but low trust
The FFIND Sustainability Study 2026 reveals a paradoxical situation in Germany: many consumers are already acting more sustainably, but they have little trust in companies’ sustainability claims. Sustainability is no longer merely an image issue; it has become a measurable factor influencing trust, purchasing decisions, and investment behavior.
The study surveyed 5,000 adults across Germany, Italy, France, Spain, and the United Kingdom, with 1,000 respondents per country. Data collection took place in March 2026 and combined telephone and online interviews.
German consumers: particularly well informed
German consumers report being particularly well informed about sustainability. Sixty-eight percent said they had taken at least one concrete action to reduce their environmental impact in the week before the survey. At the same time, 78% consider corporate sustainability communication to be not credible. As a result, the challenge for companies is no longer to create awareness, but to rebuild trust.
Germany: largest gap between attitudes and behavior
Germany shows the largest gap between attitudes and behavior among the countries studied. While 76% believe their personal choices can make a difference for the environment, only 68% reported acting sustainably during the previous week. This suggests that positive attitudes do not automatically translate into sustainable behavior.
Distrust of corporate sustainability communication
Distrust of corporate sustainability communication is not limited to Germany. In all five countries, more than 65% of respondents consider such communication to be not credible. Germany ranks particularly high at 78%, while Spain records the highest level of skepticism at 81%. This means that even accurate sustainability claims are often met with skepticism.
Cost as major barrier
Cost remains a major barrier to sustainable behavior. In Germany, 29% of respondents identified the higher cost of sustainable products as the main obstacle. Rising living costs make it difficult for many consumers to make sustainable purchasing choices. Similar concerns exist in the other countries studied, particularly in France.
Ethical and environmental boycotts
Ethical and environmental boycotts are already common. Between 52% and 58% of respondents across the surveyed countries have boycotted at least one brand for ethical or environmental reasons. Germany has the highest share at 58%, and many of these consumers have done so more than once. Fast-moving consumer goods and fast fashion are the sectors most frequently affected.
Impact of greenwashing
The study also highlights the impact of greenwashing. In Germany, 53% of respondents are familiar with the term, but only 30% can define it correctly. When consumers perceive greenwashing, they respond not only by stopping purchases but also through negative word-of-mouth and by avoiding or withdrawing investments. This makes sustainability communication both a trust issue and a strategic business risk.
Overall, the study concludes that sustainability is firmly established in Germany, but trust in corporate sustainability messaging has been significantly weakened. Consumers increasingly expect sustainability claims to be concrete, verifiable, and supported by evidence. For companies, brands, and researchers, the focus is shifting from visibility and messaging toward proof, practical relevance, and credibility.