Asda Toryglen Pasta

The survey found 50% of consumers would not be prepared to pay a premium for greener everyday items

Half of consumers are unwilling to pay extra for more sustainable products, according to new research.

While 55% said they were prepared to make significant lifestyle changes to reduce their carbon footprint, price remained the biggest deterrent to greener choices in supermarkets, according to the poll of 3,000 consumers by Asda.

Asked what would help them shop more sustainably, 45% said logos highlighting greener choices, 56% said greater choice and 76% said lower prices.

The survey, conducted by Asda ahead of COP26 in Glasgow, found 50% would not be prepared to pay a premium for greener everyday items such as milk and bread.

According to Asda, the findings suggest greater collaboration is needed between suppliers, manufacturers and retailers to remove the ‘price barrier’ to greener choices.

“Our research shows consumers from all backgrounds care about sustainability but many cannot afford to buy greener products when they shop,” said Asda senior director of commercial sustainability Susan Thomas.

“The onus is on supermarkets, retailers and the industry as a whole to work collaboratively to make greener products more affordable. Consumers can also play their part by embracing greener choices, as investment will increase in line with shopper demand.”

Asda has three ‘sustainability stores’, where customers can fill their own containers with a choice of up to 100 branded and own-label products in banks of dispensers. The latest – and largest to date – opened in York last month.

The supermarket’s ‘Greener at Asda Price’ promise, made last October, pledges that loose and unwrapped products cost no more than packaged alternatives.