MOSCOW, 10 February 2026. VCIOM Analytical Center presents the results of a study on Russians’ attitudes toward eco-friendly products.
Eco-anxiety
Environmental protection is a concern for many people in our country. Two-thirds of Russians consider the environmental situation to be relatively favorable (64%), yet nearly half of respondents still believe that too little attention is being paid to environmental issues (44%). Environmental protection is perceived by society as one of the fundamental values. However, a natural question arises as to who exactly will finance environmental protection and by what means.
An overwhelming majority of respondents (89%) believe that when a company produces environmentally friendly products (using eco-friendly materials, advanced technologies, and control procedures), it leads to higher prices for its products. Russians are aware that they share the costs of environmental responsibility with businesses.
Consumer choices and shelves
Respondents say that price is as important as environmental friendliness when choosing products. Nearly half (40%) of Russians say they are willing to purchase more expensive products in favor of eco-friendliness, although this figure has declined significantly over the past five years (from 64%). At the same time, the number of consumers choosing cheaper, even non-eco-friendly, products has increased (40% now vs 25% earlier).
On the one hand, 52% of those who notice environmentally friendly products on store shelves would choose them (and only 30% would choose cheaper, non-eco-friendly alternatives). That means that there is a relationship between consumer awareness and the choice in favor of eco-friendly products On the other hand, the share of those choosing environmentally friendly products has significantly declined over the past five years. Certain groups of consumers, albeit fairly large groups, opt for such products: the share of those who prefer them is higher among women (45%), the stagnation-era generation (49%), and residents of small towns and urban-type settlements ((48%).
Who is not willing to pay extra money for eco-friendliness? The price is likely to be more important for men (46%), young people from Gen Z and younger millennials (57–58%), Russians from the Thaw generation (49%), and residents of large cities with populations of 500,000–999,000 (49%).
Environmental protection is a multifaceted issue. Most respondents do not expect altruism from businesses—they understand that this common problem requires shared costs. Some Russians are already willing to buy eco-friendly products, contributing their own money to environmental protection; however, the price of the product remains as important as before, and it has become even more significant.
‘VCIOM-Online’ nationwide online survey was conducted on February 3-4, 2026. The survey involved 1,200 Russians aged 18 and older. Survey method: an online survey conducted using a structured questionnaire via the probability-based VCIOM-Online panel. Participants of the panel are recruited through the daily nationwide telephone survey “Sputnik” (CATI) conducted using a random digit dialing (RDD) sample of mobile phone numbers drawn from the full list of telephone numbers operating in Russia. The data from the nationwide online survey are weighted by socio-demographic parameters. For this sample, the maximum margin of error at a 95% confidence level does not exceed 2.5%. In addition to sampling error, survey results may be affected by question wording and various circumstances that occur during fieldwork.
Prices for products can change for various reasons. In your opinion, when a company produces environmentally friendly products (i.e. it uses eco-friendly materials, new technologies, and introduces additional environmental control procedures), does this lead to a change in the prices of its products or not? (closed-ended question, one answer, % of total respondents) | |||
| Total | Men | Women |
Prices considerably rise | 49 | 45 | 52 |
Prices slightly rise | 40 | 44 | 36 |
Prices remain unchanged | 4 | 4 | 3 |
Prices slightly decline | 1 | 1 | 1 |
Prices considerably decline | 0 | 0 | 0 |
Don’t know | 6 | 6 | 8 |
Prices for products can change for various reasons. In your opinion, when a company produces environmentally friendly products (i.e. it uses eco-friendly materials, new technologies, and introduces additional environmental control procedures), does this lead to a change in the prices of its products or not? (closed-ended question, one answer, % of total respondents) | ||||||||
| Total | Digital Generation (born in 2001 and later) | Yunger Millennials (1992–2000) | Older Millenials (1982-1991) | Reform Generation (1968–1981) | Stagnation Generation (1948–1967) | Thaw Generation (born before 1947) |
|
Prices considerably rise | 49 | 37 | 48 | 45 | 46 | 54 | 63 |
|
Prices slightly rise | 40 | 44 | 39 | 40 | 42 | 37 | 16 |
|
Prices remain unchanged | 4 | 8 | 3 | 5 | 5 | 2 | 0 |
|
Prices slightly decline | 1 | 0 | 2 | 1 | 1 | 1 | 0 |
|
Prices considerably decline | 0 | 0 | 0 | 1 | 0 | 0 | 0 |
|
Don’t know | 6 | 11 | 8 | 8 | 6 | 6 | 21 |
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Imagine you have a choice in a store: to buy a cheaper product that is less eco-friendly, or to buy a more expensive product that is environmentally friendly. Which product would you choose? (closed-ended question, one answer, % of total respondents) | ||
| 2021 | 2026 |
Cheaper but less eco-friendly product | 25 | 40 |
More expensive but more eco-friendly product | 64 | 40 |
Don’t know | 11 | 20 |
Imagine you have a choice in a store: to buy a cheaper product that is less eco-friendly, or to buy a more expensive product that is environmentally friendly. Which product would you choose? (closed-ended question, one answer, % of total respondents) | |||
| Total | Men | Women |
Cheaper but less eco-friendly product | 40 | 46 | 34 |
More expensive but more eco-friendly product | 40 | 34 | 45 |
Don’t know | 20 | 20 | 21 |
Imagine you have a choice in a store: to buy a cheaper product that is less eco-friendly, or to buy a more expensive product that is environmentally friendly. Which product would you choose? (closed-ended question, one answer, % of total respondents) | |||||||
| Total | Digital Generation (born in 2001 and later) | Yunger Millennials (1992–2000) | Older Millenials (1982-1991) | Reform Generation (1968–1981) | Stagnation Generation (1948–1967) | Thaw Generation (born before 1947) |
Cheaper but less eco-friendly product | 40 | 57 | 58 | 43 | 37 | 29 | 49 |
More expensive but more eco-friendly product | 40 | 24 | 26 | 36 | 42 | 49 | 40 |
Don’t know | 20 | 19 | 16 | 21 | 21 | 22 | 11 |
Imagine you have a choice in a store: to buy a cheaper product that is less eco-friendly, or to buy a more expensive product that is environmentally friendly. Which product would you choose? (closed-ended question, one answer, % of total respondents) | |||||||
| Total | Moscow and Saint Petersburg | A million-plus city | A city with a population of 500K - 999K | A city with a population of 100K–500K | Cities under 100K and urban-type settlements (UTS) | Rural area |
Cheaper but less eco-friendly product | 40 | 31 | 39 | 49 | 45 | 32 | 44 |
More expensive but more eco-friendly product | 40 | 44 | 41 | 31 | 36 | 48 | 37 |
Don’t know | 20 | 25 | 20 | 20 | 19 | 20 | 19 |
Imagine you have a choice in a store: to buy a cheaper product that is less eco-friendly, or to buy a more expensive product that is environmentally friendly. Which product would you choose? (closed-ended question, one answer, % of total respondents) | |||
| Total | Those who notice eco-friendly products on the shelves | Those who do not notice eco-friendly products on the shelves |
Cheaper but less eco-friendly product | 40 | 30 | 58 |
More expensive but more eco-friendly product | 40 | 52 | 23 |
Don’t know | 20 | 18 | 19 |
Author: Ivan Lekontsev