WASHINGTON—As reported by MarketingDaily, a new study from the Grocery Manufacturers Association and Deloitte reveals more than half of grocery shoppers “actively consider” a brand's sustainability characteristics before purchase.
Of the 6,500 surveyed, 57 percent of green purchasers intentionally bought more sustainable products, and 78 percent of the intentional buyers actually switched to the green product because of its green characteristics.
"For most shoppers sustainable considerations become a tie-breaker when other factors are in relative parity,” said Brian Lynch, director of sales and sales promotion for the GMA. “Because of this effect, sustainability characteristics drive a relatively large amount of product switching. Once a more sustainable product has captured the shopper's commitment it tends to create brand stickiness by retaining the shopper's loyalty through repurchase."