Cheap prices are far more important to consumers when shopping than fears over climate change, according to a new poll.
Research commissioned from YouGov by global brand company Venturethree found that of more than 2,000 shoppers asked, 81% said they bought food based on the price.
It compared to just 29% who said that knowing how food was made was a key factor, and 28% who said that they bought food based on the environmental impact of the product’s production process.
The survey did find growing concern about climate change was a factor in purchasing decisions, with 56% of the public “worried” about a potential reduction in food resources due to climate change, while a reduction in the quality of those food resources worried 52% of respondents.
Meanwhile, 64% felt that the UK was more favourable towards brands with an active sustainability agenda today than five years ago.
“People still are not putting money where their mouths are,” said Margaret Wolhuter, director of strategy at Venturethree.
“Over 60% of people surveyed said that they felt the UK is more favourable towards brands with an active sustainability agenda today. However, this doesn’t translate when people get to the tills. It seems their appetite is still fixed on food that’s fast, convenient and cheap.”