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Everyone wants sustainable food, but few are willing to pay the extra for it [Video]

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Sustainable grocery shopping is confined to a small group of enthusiastic “sustainable consumers”, research shows.

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”.

READ MORE: * The irony of Countdown marketing ‘sustainable’ collectibles to kids * Food, sustainable food: We’re anxious to buy it, but where’s the beef? * Dairy companies set for a surge in demand from Southeast Asia over next decade

Responsible shopper

Jaen-Mari Dos Santos said being to keep up responsible shopping habits involved constant decision-making.

Dos Santos was …

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