Ethics more important than price’, claims shopper poll

09 June 2010

Shoppers rate ethical and environmental considerations as more important than price when choosing their supermarket, according to new research.

Source: Charlie Wright,

Sixteen percent of shoppers in a poll for climate change group 10:10 said they considered the most important factor to be how a supermarket sourced, transported and packaged its products.

By contrast, just 9% said price was the most important consideration.

Convenience continues to be the key criterion, cited by 54% of respondents. However, more than half (51%) said they did consider the environmental impact of their grocery shop.

The 10:10 campaign aims to persuade businesses, other bodies and individuals to commit to a 10% reduction in their carbon output in 2010.

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