Editor’s Note: Many companies tout their sustainability credentials for good reason: customers often note the importance of sustainability in the purchase process and seek out companies dedicated to leaving a smaller imprint on the planet. Yet with record gas prices, global inflation and an impending recession, is sustainability sustainable? Although focused on the consumer market, the following is a good example of the challenges businesses face when seeking sustainable solutions for their products:

People are less interested in purchasing sustainably produced products if it means they’ll have to shell out more cash to do so.

The percentage of consumers who reported recently purchasing a sustainable good or service declined in March 2022 across more than 12 countries, compared to September 2021. That’s according to data released Friday from Deloitte’s Global State of the Consumer Tracker, which measured responses from about 1,000 adults across 23 countries.

As of March 2022, 41% of consumers reported that high costs were the main factor in their decision to not purchase a sustainable good or service over the last four weeks. 24% neglected these purchases because they said it was not a priority.