Sustainability Not A Priority Issue For US Shoppers, Study Shows

Compared with their European counterparts, American consumers do not put much weight on sustainability when making purchasing decisions at the grocery store, according to a study by design research agency The Big Picture. Results of the study showed most American consumers would not buy sustainably manufactured products because these goods are located in a separate aisle in US supermarkets and most consumers are not aware of the benefits of sustainable production. Among European respondents, Germans turned out to be the most focused on sustainability, while UK respondents came in second. Italians are well aware of the benefits of sustainability; however, it is still not seen as an emerging trend.