58% of 18-24 year olds are prepared to pay a premium for food and drink with a low carbon footprint, while 49% of 25-34 year olds also said they would be happy to pay more.
But as their age increases, so a person’s willingness to pay extra to guarantee the eco credentials of their food dips. Only 35% of 35-44 year olds and 35% of 45-54 year olds are happy to pay a premium, while just 31% of over-55s said yes.
The research, commissioned by food and drink sustainability experts, AB Sustain, also revealed that shoppers in London and Northern Ireland are the most prepared to pay a premium for environmentally friendly food, at 57% and 55% respectively, while those in the North East and the West Midlands are the least willing, at 23% and 25%.
More than 70% of those questioned said they were concerned about the issues of climate change and greenhouse gas emissions, despite the rising impact of the recession. 2% of those polled said they would be prepared to pay a premium of 50% or more for food with a low carbon footprint.
The research also revealed that almost 80% of shoppers want to see more supermarkets and food producers commit to tackling climate change, while nearly 70% of total respondents would like to see the entire food supply chain, including farmers and growers, manufacturers and supermarkets, put more effort as an industry into combating climate change and protecting the earth’s natural resources.
Johanna Buitelaar Warden, head of business development at AB Sustain, says: “The fact that 45% of our total respondents are quite open to the idea of paying a premium for food and drink with a low carbon footprint is encouraging. It shows people are still really interested in environmental issues and that retailers and food brands need to sit up and make sure they are providing sustainable products that tick the boxes for shoppers. It is especially encouraging that younger shoppers are really engaged and getting to grips with these issues, as they are paving the way for future generations.”
Source: AB Sustain
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