Despite facing a squeeze on their living standards, two-thirds of British consumers (65%) say they are happy to pay more for sustainable products.
Only 16% of those surveyed by product intelligence business Vypr said that sustainability was not a factor at all in their shopping habits. The majority (58%) said that they actively or sometimes choose sustainable products when they can.
People have also changed daily routines to become more sustainable. This includes recycling more (58%), choosing products with less packaging (36%), choosing local produce (27%) and reducing the amount of meat consumed (26%).
The research into the nation’s attitude towards sustainability was conducted by Vypr for its latest Food for Thought report. The research looked into attitudes towards products and brands as well as retailers.
Consumers were asked whether they would stop buying a brand if they disagreed with its values and 61% respondents said that they would.
Ben Davies, founder of Vypr, commented: “The message from consumers for brands and retailers is quite clear. Only a third believe that businesses are doing enough towards sustainability. With such a wide choice of brands and retailers, consumers can easily shop around to find sustainable products at a price they’re happy to pay so sustainability is only going to get bigger and more important.
“Becoming even more sustainable now and ensuring that all policies and practices are transparent will mean businesses won’t be tarnished with the green-washing brush and will keep consumers’ trust. This will help future-proof brands as the call for more sustainability will not be going away.”
The survey also uncovered which products consumers would like to see in more eco-friendly packaging. The list included ready meals, coffee beans, fruit and veg (especially vacuum packed), products in plastic trays such as meat, crisps and biscuits, crates of alcoholic drinks and cleaning and hygiene products.
40% of consumers would also like to have recycling instructions more clearly labelled on packaging. Those surveyed understand not all plastic can be eliminated but would prefer to be able to recycle it.
The report also looked into the ethics of brands and asked if consumers supported Fairtrade products. Almost half (44%) said that they sometimes shopped Fairtrade and less than one in 10 (9.5%) said that they always bought Fairtrade chocolate only.
