UK consumers least willing to pay “green premium”

UK consumers are the least willing to pay more for sustainable food and home products, according to a new research from TNS. It found that just 45% of UK consumers are prepared to pay more for sustainable products compared to 59% globally.

Our Green World, published today (October 20), ranks UK consumers at the bottom of its global league, although it has also found that 60% of UK consumers would support a move for retailers to reduce choice by removing unsustainable products from sale.

Consumers from the UK are also the least likely to actively seek out eco-supportive retailers with only 11% saying they are influenced by this, compared with 89% in Italy, 71% in Spain and 62% in France.

Andrew Czarnowski, managing director of TNS, suggests that the research raises questions for brands targeting UK consumers as it shows that very few British shoppers are willing to pay a higher price for greener products.

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