Nearly two-thirds of UK shoppers are prepared to pay more for sustainable produce

Wild Radish

Wild Radish

Nearly two-thirds of UK shoppers are prepared to pay more for their groceries if they know the food they buy has been sustainably produced and distributed, according to new research by Citroën UK.

As part of a study of 2,000 UK motorists**, Citroën found 65% would be willing to pay a premium for sustainably produced food, with a quarter willing to pay more than 10% extra. The research also found 61% of respondents would be more inclined to shop through food retailers that operated in an environmentally friendly way.

Despite Covid-19 requiring people to stay indoors and to avoid contact with others, 57% still prefer to drive to the supermarket and shop for their food in person, while just over a quarter use online deliveries to receive their groceries.

The research found 45% of respondents would be more inclined to have their food shopping delivered if they knew the delivery would be conducted in an environmentally friendly way.

The research comes as Citroën UK partners with a London-based food box company, Wild Radish, to help deliver food to customers across the Capital.

James Bhardwaj, Co-Founder of Wild Radish, said: “We care deeply about building a sustainable future – whether it’s sourcing home compostable packaging or sourcing seasonal ingredients from small-scale farmers. This collaboration with Citroën UK is a great opportunity for us to further reduce our environmental impact and to determine whether it’s viable for us to have our own fleet of fully-electric vehicles delivering in London in the near future.”

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