Almost half of consumers (49%) want to make sustainable choices but are not willing to pay more for this benefit, according to new research from digital and data experts TWC.

However, the data shows the majority of consumers (57%) expect businesses to be focused on sustainability and their environmental impact. Over half of consumers also agreed that “food retailers who don’t take environmental issues seriously are likely to lose out in the future”.

In addition, the TWC research reveals that sustainability is influencing where almost one in three consumers shop for groceries, but this represents a fall from 42% last autumn.

Consumers had mixed views on the environmental impact of shopping at convenience stores, with 35% agreeing that it is better for the environment, 20% disagreeing, and the remaining 45% unsure. However, most agreed that convenience stores could do more to demonstrate their sustainability or environmental credentials.

Sarah Coleman, Communications Director at TWC, said: “Sustainability is increasingly an expectation – rather than a point of difference – and consumers are expecting businesses to take the lead.”

She added: “For convenience stores, we believe there is an opportunity to talk about the benefits of shopping at smaller stores, for example the fact they are commonly visited on foot; little and often purchasing resulting in less food waste; supporting the local economy and in some cases local suppliers. Consumers agree that convenience stores could do more to demonstrate these benefits and so it would be pushing on an open door.”

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