The sustainable features are vetted by 41 reputable third-party certifications. Credit: izzuanroslan via Shutterstock.

Amazon has launched the Climate Pledge Friendly (CPF) programme to empower Polish shoppers with a clearer path towards sustainable choices.

Polish customers on Amazon.pl can now discover a curated selection of more than 65,000 eco-conscious products, including items made with recycled materials, organic content, safer chemicals and those offering improved energy efficiency.

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These sustainable features are vetted by 41 reputable third-party certifications, encompassing well-known names such as the Rainforest Alliance and the Forest Stewardship Council.

A recent Amazon-commissioned study of 1,000 Polish shoppers revealed a strong desire for transparency.

67% of respondents prioritise products with positive environmental and social impacts, but more than half (56%) struggle to determine them while shopping.

Consequently, only 21% of Polish respondents consistently grasp a product’s environmental impact when shopping and 67% seek retailers’ assistance in making sustainable choices.

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Catering to a diverse range of customers, the CPF programme encompasses a range of product categories including beauty and fashion, pantry staples, household items and personal electronics.

For easy identification, eligible products display a dedicated “sustainable features” link. Clicking this link delves into the product’s sustainability aspects, including production processes, origin of materials and packaging details.

The survey underscores the importance of certification for Polish consumers. 

A significant 83% of respondents are more likely to trust sustainability claims backed by reputable third-party certifications. 60% admitted to abandoning purchases due to a lack of trust or understanding regarding such claims.

78% stated a greater preference for brands with clear social, ethical and environmental credentials communicated on the product itself or at the online point of sale. This aligns with their personal values and fosters trust.

The CPF programme is not just a Polish initiative. In 2023, the global product selection within the programme grew to more than 1.4 million – a 157% increase from the previous year. This rapid growth indicates a growing demand for sustainable options.

The survey identified the most sought-after sustainable features among Polish shoppers as water efficiency (39%), use of recyclable packaging (39%) and products made with recycled materials (36%).

Food and beverages (51%), cosmetics and beauty (46%), apparel (46%), cleaning products (42%), and electronics and appliances (37%) emerged as the top five product categories in which Polish customers expect to find a wider range of sustainable options.

With the launch of the CPF programme, Amazon Poland is actively addressing this growing demand and empowering the country’s shoppers to make informed, sustainable choices.