Study finds the environment low on the consumer agenda

The report gives the lie to recent efforts by major processors and retailers to appeal to so-called "conscious consumers" by changing their sourcing, processing and business practices relating to economic, social and environmental issues. However the study is a preliminary step towards launching campaigns to change consumer's behaviour toward purchasing products from processors that have invested in such programmes as water conservation, pollution reduction and ethical sourcing. The study, conducted by Opinion Leader on behalf of the Department for Environment, Food and Rural Affairs ( Defra), specifically polled consumers about their purchasing decisions relating to food and sustainability issues. "Sustainable consumption and production of food are not the kinds of issues which participants think about", the final report states. A small minority of the more environmentally aware participants actively consider issues such as seasonality and supporting local farmers. However, this is not necessarily driven by a desire to consume food sustainability "some prefer to purchase seasonally for taste reasons." As a result, food purchasing is a difficult area in which to intervene to encourage more sustainable behaviour, Opinion Leader concluded.