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Green the norm for UK shoppers finds research

‘Green’ concerns have become the norm for UK consumers, according to the latest report from Shoppercentric.

The report, WindowOn… Shoppers and Sustainability, is based on research with more than 1,000 shoppers aged 18+. It finds that 80 per cent of UK shoppers now consider themselves to ‘environmentally friendly’ while 82 per cent take environmental labelling into account when making purchase decisions. Meanwhile, 59 per cent actively avoid certain types of packaging when shopping.

Older shoppers are displaying more environmentally friendly behaviour than younger shoppers, according to the research, with 58 per cent of those aged 75 and over seeking products that are packaged sensitive ways, compared to 40 per cent of those aged 18-24.

“We need to consider what’s required to change generational learnt behaviour - to buy necessity goods in ‘sustainable’ ways,” says Shoppercentric managing director Jamie Rayner. “Cost reductions are used to seek that competitive edge and as a result price has become an overriding factor in shopper’s product choice – but it doesn’t have to be that way. We believe that there is an opportunity for brands to go beyond price, and reintroduce other equally important values. Since we last looked at this area of shopper behaviour nine years ago we can see significant positive changes have occurred.”