New research into consumer habits in the UK has found that a large proportion of consumers are turning their backs on ethical shopping to combat tighter budgets during the current economic crisis.
According to a study by strategic marketing PR firm Cohn & Wolfe, a number of shoppers who previously paid a premium for organic, Fairtrade and eco-friendly products are now choosing lower-priced goods – and will continue to do so when the recession ends.
The survey, conducted by Lightspeed, showed that 69 per cent of 1,005 shoppers interviewed said they planned to continue cutting back on organic food after the recession, Marketing Magazine reported.
Meanwhile, 73 per cent of shoppers said that they would look to pay lower prices for premium-label goods such as Tesco's Finest and Sainsbury's Taste the Difference ranges.
'The recession has shaken off the moral veneer of consumers, and a more prudent shopper is emerging,' said Geoff Beattie, head of Cohn & Wolfe. 'Consumers are now turning away from ethical products, especially higher-priced green goods like organic in favour of a cold, hard bargain.
'The challenge for retailers and manufacturers is to develop more affordable ethical and green goods to build consumer trust, but without hurting profit margins,' he added.
Additionally, the survey found that some 57 per cent of consumers were willing to pay more for locally produced food as well as fresh fruit and vegetables, while shoppers also expressed a more positive feeling about discount retailers.
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