A Dim Economy Could Price Out Most Sustainable Shoppers

Still, a quarter of shoppers are steadfast, eco-friendly buyers, a new report says

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As inflation reshuffles budgets, the nice-to-haves tend to land on the chopping block. And for about a third of U.S. consumers, that includes the sustainable products that cost a little bit more, according to a report from market research company Savanta.

The report, which surveyed more than 12,000 adults from the U.S., U.K. and Canada between April 11-28, sorts shoppers into seven groups. It shows that despite a universal concern about cost of living, about one-quarter (24%) of respondents are still shopping exclusively with brands they perceive as “ethical” and committed to making a positive impact.

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