80% of shoppers ‘environmentally friendly’

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A new report into sustainability and what it means for shoppers highlights a range of opportunities for retailers wishing to target the 80% of shoppers who view themselves as ‘environmentally friendly’.


A new survey of over 1,000 adult UK shoppers has revealed that the overwhelming majority – 80% – view themselves as ‘environmentally friendly’ and that environmental issues affect their buying decisions in-store.

The survey was carried out by shopper research specialist Shoppercentric and discovered that 82% take environmental credentials as highlighted on product labels into consideration when making purchasing decisions.

The ‘Window On… Shoppers and Sustainability’ study reveals that being ‘green’ has become the norm with a sizable 59% even claiming to actively avoid particular types of packaging.

Interestingly, those aged 75+ are displaying more environmentally-friendly behaviour than the younger generations. For example, 58% of this group will try to choose products packaged in an environmentally friendly way compared with just 40% of 18-24-year olds. Additionally, 92% of over-75s would like to see paper bags replace plastic for fresh produce vs 71% of 18-24-year olds.

When it comes to what would make shoppers buy more sustainable goods, the majority – 64% – said price parity with standard products would help, while 47% said that they’d purchase more sustainable goods if they were easier to locate in-store. There were also concerns expressed by shoppers over the quality of environmentally friendly products, with 34% of shoppers stating that “reassurance that these types of products were as good as standard ones” would encourage them to change over to sustainable goods.

Finally, almost a quarter of shoppers (24%) said that more awareness of the impact of buying sustainable products and knowing which stores sell them would influence their spending.

Packaging remains the key focus for shoppers with 29% saying want to buy packaging-free loose fruit and veg, 42% saying they tried to avoid single-use plastics in general, 43% seeking easier-to-recycle packaging and around two-thirds of all shoppers looking for a complete ban on non-recyclable packaging to “take the decision out of their hands completely”.

How can retailers win shoppers’ hearts ethically?
  • Enable shoppers to buy loose fruit and veg to reduce plastic waste – 29% say that they always look to make their purchases this way.
  • Try to avoid single use plastic in general – a preference for 42% of shoppers.
  • Look to use easy-to-recycle packaging options – chosen frequently by 43% of shoppers.
  • Work towards banning non-recyclable packaging – a desire for two-thirds of shoppers who want the choice taken out of their hands completely.

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This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.