Shoppers ditch ‘going green’ due to cost-of-living crisis

Over half of shoppers are dropping environmentally friendly products from their weekly shop as the cost of living continues to rise.

Some 56% of people are reducing their efforts at ‘going green’, with one in two admitting that price is now significantly more important than health, sustainability and quality when it comes to the weekly food shop.

This news comes as COP27 takes place in Egypt, with more than 120 world leaders attending the summit.

COP27 president, Sameh Shoukry urged leaders to not let food and energy crises related to Russia’s invasion of Ukraine get in the way of action on climate change.

While many shoppers want to enjoy foods that are better for them and the environment, they are making changes to the way they shop to save money, irrespective of the environmental impact.

Due to the rising cost of living, shoppers are being forced to turn to high emission foods, with a quarter (24%) now buying cheaper cuts of meat and lower-quality food. In fact, 41% plan to buy more frozen and non-organic meat, whilst almost a third of shoppers are switching to cheaper processed meat.

According to research from Meatless Farms, two in five shoppers also say organic and fair trade food are now bottom of their shopping lists, despite previously being ‘must-have’ items.

Morten Toft Bech, founder of Meatless Farms, said the cost-of-living crisis was “derailing sustainability efforts”.

“We need government action to drive forward a food system that actively encourages a reduction in the consumption of carbon emissions without pinching at purse strings,” he said.