Shoppers rate ethical and environmental considerations as more important than price when choosing their supermarket, according to new research.
Sixteen percent of shoppers in a poll for climate change group 10:10 said they considered the most important factor to be how a supermarket sourced, transported and packaged its products.
By contrast, just 9% said price was the most important consideration.
Convenience continues to be the key criterion, cited by 54% of respondents. However, more than half (51%) said they did consider the environmental impact of their grocery shop.
The 10:10 campaign aims to persuade businesses, other bodies and individuals to commit to a 10% reduction in their carbon output in 2010.
Saturday Essay: Green alone no longer qualifies as a USP (8 May 2010)
In search of perfect traceability (analysis; 1 May 2010)
Third Party: How to cater to information-hungry shoppers (24 April 2010)