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Survey: Shoppers Seeking Sustainability

Older shoppers more likely to look for multiple sustainability factors

May 21, 2008

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Half of U.S. consumers say they consider sustainability when deciding what to buy and where to shop.

One-fifth of those studied say they take at least two sustainbility factors into account, according to the survey by Information Resources Inc. (IRI)

In the study, 22,000 U.S. consumers surveyed were asked to determine the impact of four key sustainability features in their product and store selection: organic, eco-friendly products, eco-friendly packaging, and fair treatment of employees and suppliers.

Key findings include:

• About a third of consumers said they look for eco-friendly products and packaging when choosing a brand;

• About a quarter said they consider fair trade practices along with eco-friendly or organic designations in selecting a shopping destination; and

• Nearly 40 percent of consumers search specifically for organic products.

The survey found sustainability consciousness in nearly every consumer age group.

Contrary to the popular assumption that the focus on sustainability is primarily a youth-oriented phenomenon, the IRI data indicate that older consumers are actually the more likely audience to weigh multiple sustainability factors in their purchases.

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