Asda finds lower prices are key to helping customers shop sustainably
New research by Asda has found that most consumers care about sustainability but are often unable or unwilling to pay more for greener alternatives.
In a poll of 3,000 consumers ahead of the COP 26 conference in Glasgow, the supermarket wanted to understand what lifestyle changes customers were prepared to make to reduce their carbon footprint and help the UK reach its net-zero carbon target by 2050.
Although some 55% of those surveyed said they would be prepared to make significant lifestyle changes to reduce their carbon footprint, price was found to be the single biggest obstacle in preventing them from making more sustainable choices when buying groceries.
When asked what would help them shop more sustainably, 76% of consumers suggested lower prices, 56% said greater choice, while 45% said logos declaring what is sustainable would be helpful. However, 50% of those polled said they would not be prepared to pay a premium for greener everyday items such as milk and bread.
Susan Thomas, senior director of commercial sustainability at Asda, said: “Our research shows that consumers from all backgrounds care about sustainability but many cannot afford to buy greener products when they shop. We believe that nobody should be priced out of making sustainable choices and our ‘Greener at Asda Price Promise’ aims to remove price as a barrier to purchase. The onus is on supermarkets, retailers and the industry as a whole to work collaboratively to make greener products more affordable. Consumers can also play their part by embracing greener choices, as investment will increase in line with shopper demand.”
The supermarket is continuing to work on expanding its range of greener choices which has included opening new refill stores in York and Glasgow. In addition, it will be launching a further range of greener products next year.
The additional lifestyle changes customers said they would make to reduce their carbon footprint include recycling (89%), turning off lights or devices when not using them (84%), and driving less (52%).
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