Most consumers want sustainable food and products but faced with the choice at the supermarket, price trumps quality for most, research shows.
Sustainable Business Council research found sustainability was a mainstream concern for 87% of consumers.
However, quality and being cheap was more important, with only a fifth of people prioritising the sustainability of a product when buying.
Senior lecturer in marketing analytics at Massey University, Dr Alexandra Ganglmair-Wooliscroft, said a lot of research on sustainable grocery shopping was based on a small group of enthusiastic “sustainable consumers”.
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Jaen-Mari Dos Santos said being to keep up responsible shopping habits involved constant decision-making.
Dos Santos was …