A green generation gap is developing after a survey found shoppers in their 20s and 30s are far happier than those in their 40s and 50s to pay a premium for food and drink products boasting a low carbon footprint.
Around 58% of 18-24-year-olds say they are prepared to pay more for food and drink with a low carbon footprint, while 49% of 25-34-year-olds also said they would be happy to pay more.
But as age increases, so does a person’s willingness to pay extra to guarantee the eco credentials of their food, with only 35% of 35-44-year-olds and 35% of 45-54-year-olds are happy to pay a premium, while just 31% of over-55s said yes.
The research, commissioned by food and drink sustainability experts AB Sustain, also revealed that shoppers in Greater London and Northern Ireland are the most prepared to pay a premium for environmentally friendly food, at 57% and 55% respectively, while those in the North East and the West Midlands are the least willing, at 23% and 25%.
More than 70% of those questioned said they were concerned about the issues of climate change and greenhouse gas emissions, despite the rising impact of the recession. And 2% of those polled said they would be prepared to pay a premium of 50% or more for food with a low carbon footprint.
The research also revealed that almost 80% of shoppers want to see more supermarkets and food producers commit to tackling climate change, while nearly 70% of total respondents would like to see the entire food supply chain, including farmers and growers, manufacturers and supermarkets, put more effort as an industry into combating climate change and protecting the earth’s natural resources.
Johanna Buitelaar Warden, head of business development at AB Sustain, says: “The fact that 45% of our total respondents are quite open to the idea of paying a premium for food and drink with a low carbon footprint is encouraging – it shows people are still really interested in environmental issues and that retailers and food brands need to sit up and make sure they are providing sustainable products that tick the boxes for shoppers.
“It is especially encouraging that younger shoppers are really engaged and getting to grips with these issues, as they are paving the way for future generations.
“Shoppers clearly want to see the entire food industry, from farm to shelf, put more effort into tackling climate change and protecting the earth’s natural resources.”
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