A recent survey of grocery shoppers says 70% of respondents believe “ethically produced food” is better for the environment, 60% believe it's healthier, and 58% believe it's safer to eat. In addition, 70% say they are willing to pay more for ethically produced foods.
The findings are among highlights of “Ethical Food — The Ethical Claims That Matter Most To Food Shoppers,” a survey of 600 adults (ages 20 to 64) conducted in January. See the report at www.contextmarketing.com.
More than 90% of respondents identified the three main qualities of “ethical food” as being: protects the environment, meets high quality and safety standards, and treats farm animals humanely. The research also found women and younger adults to be the segments most responsive to ethical claims.