Today’s consumers are paying more attention to how the products they buy affect the environment and society. Their purchase decisions go beyond price and quality, and consider factors like resource use, carbon emissions, ethical sourcing and social responsibility. By choosing sustainable products, consumers are not only shaping market demand but also encouraging businesses to adopt more environmentally friendly and responsible practices.
While most European consumers are willing to make sustainable choices, they often face obstacles that make it hard to do so. For instance, eco-friendly products can be more expensive and not always easily available. Furthermore, labels indicating environmental benefits can be confusing or hard to find, and many consumers remains sceptical about whether green claims, such as ‘organic’, ‘carbon neutral’, or ‘recycled’, are reliable.
Addressing these obstacles is one of the key priorities of the recently adopted Consumer Agenda 2030, which aims to empower consumers with clear information, reliable product standards, and greater access to sustainable options. These efforts are complemented by the new directive on common rules promoting the repair of goods, commonly known as the ‘right to repair’.
The directive, which rules will apply as from July 31 requires manufacturers to provide repair services for products that meet legally mandated repairability standards under the Ecodesign framework, making it easier for consumers to repair their products rather than replace them. By promoting repair over disposal, the directive helps consumers extend the lifespan of their goods, reduces the need for frequent replacements, and saves money in the long term. Importantly, where consumers opt for repair within the two-year legal guarantee period, the guarantee is extended by an additional year.
The directive also establishes a European online platform to facilitate access to repair information and service providers. Furthermore, it strengthens consumer rights by ensuring that repairs are available for products under legal or commercial guarantees and by reducing the risk of repair options being withheld or excessively expensive.
Building on the right-to-repair measures, the Ecodesign for Sustainable Products Regulation, that will be replacing the current Ecodesign directive, aims to make sustainable products the standard across the EU. The regulation, which rules will also start applying in July 2026, covers a broad range of products, including textiles, furniture, and electronic devices, and is designed to improve their durability, repairability, and overall environmental performance.
Key measures include requirements for product disassembly, ensuring the availability of spare parts, and providing timely software updates, making it easier for consumers to maintain and extend the life of their products. By encouraging the production of long-lasting and repairable goods, the regulation not only helps consumers save money but also supports broader environmental goals, reducing waste and promoting more sustainable consumption patterns.
“By encouraging the production of long-lasting and repairable goods, the regulation not only helps consumers save money but also supports broader environmental goals, reducing waste and promoting more sustainable consumption patterns”
In addition to promoting green products and repairability, the EU has also introduced legislation to strengthen consumer trust in environmental claims and sustainability labels. The directive on empowering consumers for the green transition tackles issues such as greenwashing and planned obsolescence, helping consumers make informed and reliable choices when purchasing products. By ensuring clearer environmental claims and promoting transparent labelling, the directive enables consumers to distinguish genuinely eco-friendly products and avoid misleading marketing practices.
The European Commission is committed to work closely with member states and businesses to ensure effective implementation, while continuing efforts to raise consumer awareness and encourage wider adoption of the EU Ecolabel across industries.
Alongside these measures, the European Commission is preparing a Circular Economy Act aimed at strengthening markets for recycled materials and increasing the availability of high-quality recycled products. This will help make circular products more accessible and attractive to both consumers and businesses. The Commission will also work with businesses and other stakeholders to promote circular solutions, such as leasing and sharing models, support innovative circular start-ups, and address consumer concerns about safety and trust in second-hand, repaired, and refurbished products.
By combining initiatives such as the right-to-repair directive, the Ecodesign for Sustainable Products Regulation, and legislation strengthening trust in environmental claims, consumers are given the tools, information, and protections they require to make informed and responsible choices. These policies not only promote longer-lasting, repairable, and genuinely sustainable products but also help prevent misleading marketing practices and greenwashing.
Together, these measures, introduced under the Consumer Agenda 2030, create a comprehensive framework aimed at supporting sustainable consumption, empowering consumers, and drive the transition toward a more environmentally and socially responsible economy.
Odette Vella is director, Information and Research Directorate, MCCAA.
