Climate explained: are consumers willing to pay more for climate-friendly products?

Shoppers once selected grocery products based simply on price or brand, but now attributes such as “climate-friendly” or “eco-friendly” are part of the consideration. The latest IAG New Zealand Ipsos poll found almost four out of five people (79%) say climate change is an important issue for them, the same number as last year’s poll. An international study of 20,000 customers by grocery brand giant Unilever identified one in three (33%) people were choosing to buy from brands they believe are doing environmental good. But research continues to show few consumers who report positive attitudes toward eco-friendly products actually follow through with their wallets.