How significant is the role of sustainability in consumers’ purchasing decisions?
Mar 19, 2026
•Rick Leerkes•4 min. reading timeWhoever looks around can see it immediately: sustainability is everywhere. From reusable packaging to electric cars and circular fashion. This is not a temporary trend. It is a structural shift in how consumers make decisions.
So the question is not whether sustainability influences the purchasing process. The question is how significant that influence has become. And more importantly: what does that mean for you as a dealer?
Why sustainability carries more weight
That sustainability plays a role in the purchasing process is also reflected in the data. The What’s Happening Retail-raport by research agency Ruigrok shows that 74% of Dutch consumers consider sustainability important for companies in general, and as many as 79% consider it important for physical stores. This makes it especially relevant for retailers such as bike shops.
In addition, more than half of consumers consciously choose a store that is committed to sustainability. Among Gen Z, this rises to 63%. Three out of five consumers also indicate that they find it important to be able to choose sustainable products in-store.
What stands out is that while consumers do make these choices, they rarely search for information themselves. They expect stores to communicate clearly and proactively about their sustainability efforts. Sustainability is therefore no longer just a reputational factor, but a direct influence on purchasing behaviour and store choice. Both the assortment and the way you communicate about it make a measurable difference.
Sustainability is gaining traction in the cycling industry
At events like the B2B Festival and Velofollies, it became clear that sustainability is firmly on the agenda within the industry. Many exhibitors presented products where recycled materials, circular solutions or other sustainable innovations played a central role. The sustainable offering is visibly growing and gaining more space both on the exhibition floor and within assortments. Sustainability is no longer a side topic, but a core element of product development and positioning.
What does this mean for you as a dealer?
When sustainability becomes a fixed part of the purchasing process, your role changes as well. You are no longer just selling a product, but guiding a conscious choice. This starts with offering clearly sustainable alternatives, such as products made from recycled materials or bio-based resources. By doing so, you address different needs and create a more complete assortment in which consumers have real options.
Clear communication is essential. What makes this product more sustainable than the alternative? By explaining this in a concrete and understandable way, you make sustainability part of the conversation and help customers make informed decisions.
It also helps to approach the conversation from the customer’s needs, rather than just the product. Why would someone choose a more sustainable option? By translating sustainability into concrete benefits and values that matter to the customer, you make the conversation stronger and more personal.
Storytelling plays an important role here. Think of simple in-store signage that briefly explains a product and why it is a more sustainable choice. This makes the different options in your store visible and easy to understand. Here, less is often more. Highlighting and explaining a selected number of products is more effective than presenting an entire wall without context.
Sustainable Choice
Within the PENDLR assortment, we highlight more sustainable products with the “Sustainable Choice” label. With this label, we help you make more sustainable decisions more easily and gradually make your assortment more sustainable.
The label is awarded to products that meet clear criteria, such as containing at least 50% recycled, bio-based or responsibly sourced materials, or holding recognized certifications such as GRS, RCS, FSC, GOTS or Fairwear. In some cases, we also consider additional criteria, such as avoiding harmful substances or the presence of an active take-back system.
We don’t do this alone. Together with you and our suppliers, we continuously work on building a more sustainable assortment and making these products more visible. This ensures you can more easily respond to the growing demand for sustainability.
Brands such as Basil, Bobike, CyclOn, Ergon, Schwalbe and Urban Proof already offer many products that meet these criteria. The Schwalbe Recycling System is a clear example: used inner tubes are collected and processed into new raw materials, taking a step toward a circular supply chain.
Moving forward together
Sustainability in the purchasing process is a lasting development. By making conscious choices visible and sharing the story behind products, you respond to what consumers increasingly value.
Do you want to respond to this shift with an assortment that aligns with the conscious consumer? Become a PENDLR customer. Together, we make daily commutes more flexible, efficient and greener.
Rick Leerkes
Brand & Marketing
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