Lower prices required to boost sales of sustainable products

According to a new study by UK retailer Asda, it is not green labelling and increased product options that attract consumers’ attention, but prices. More than 75% of respondents to the survey said they would have a more sustainably-focused mindset if prices were competitive, but half of them would not increase their spend just to get those products.

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. 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 too by embracing greener choices as investment will increase in line with shopper demand.”  

Some 3,000 customers were polled by the chain before the COP26 conference in Glasgow in an effort to better glean their shopping habits and assess how committed they are to buying items that are sustainable. 

Key findings:

• 55% of consumers would make “significant lifestyle changes to reduce their carbon footprint” but cost is preventing them from doing so.
• Although the vast majority say price is a factor, increased choice at 56% and branding at 45% are key drivers in their decision-making.
• Consumers said they would do their part by increasing recycling efforts (89%), switching off electronics and lights (84%) and cutting down on car trips (52%).