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Shoppers are thinking green, but not always buying that way, according to a new study released today by the Grocery Manufacturers Association (GMA) and Deloitte. The study found that while 54 percent of shoppers indicate that environmental sustainability in a factor in their purchasing decisions, they actually bought green products on just 22 percent of their shopping trips. The survey is the basis of the GMA-Deloitte report released today titled Finding the Green in Today’s Shoppers: Sustainability Trends and New Shopper Insights and was based on interviews with over 6,400 shoppers.
The study found that an interest in buying green extended across all age, income and education levels, with 95 percent of respondents open to considering sustainable products, and 67 percent of shoppers actively looking for them when buying.
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