Asda has claimed that lower prices are the “key” to consumers shopping sustainably.
The Big 4 grocer asked customers in the lead-up to COP26 which lifestyle changes they would be willing to make in order to help the UK hit net zero carbon emissions by 2050.
Its survey of 3000 UK consumers revealed that 76 per cent of participants said lower prices would help them shop more sustainably.
In addition, 56 per cent confirmed that greater choice would encourage higher sustainability and 45 per cent cited logos informing them which products are sustainable as “useful.”
The retailer also reported that 50 per cent of respondents would not pay a higher cost for sustainable everyday products such as milk and bread.
Over half of consumers were willing to make “significant” alterations to their lifestyles.
However, a majority also said that price is the biggest obstacle to adding more sustainable items to their shopping baskets.
“Our research shows that consumers from all backgrounds care about sustainability but many cannot afford to buy greener products when they shop,” Asda commercial sustainability director Susan Thomas said.
“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.”