The cost-of-living crisis and rising inflation are creating a barrier to adopting more sustainable shopping practices in the UK and Germany, according to a new study.
The study by research platform Quantilope found that despite nearly three-quarters of British and German consumers strongly agreeing that protecting the environment is one of the most important issues of our times, just one in five shoppers in the UK make planet-friendly choices due to inflation concerns.
The 2022 Consumer Trends in Sustainability research also found that half of the consumers in each market look for sustainable ingredients on packaging and pay attention to the displays/information shown on shelves.
Peter Aschmoneit, Chief Executive and Co-Founder of research platform Quantilope, said: “While consumers expect brands to take responsibility for the sustainability of their products, they are more than willing to do their bit to save the planet.
“However, there are barriers that need to be removed, or reduced, to make sustainable behaviours easier; money is the biggest barrier with uncertainty about what is sustainable and limited access to sustainable products also reducing sustainable actions.”
