The Dutch are willing to eat more sustainably, provided it doesn’t cost them too much money

Research conducted by consultancy and insights bureau Opinium shows that 82% of the Dutch consider it important to shop sustainably, but at the same time 61% of them mention that price plays a major role.

Two thirds of the participants in this survey say they try to limit the environmental impact of the food they consume, 11% of whom report that the environment is their main concern in this respect. Nevertheless, 39% of those surveyed believe that supermarkets have to reduce their prices in order for consumers to be able to shop more cheaply. The fact that price has become a more important factor is related to the continuing rise in the cost of living.

Weekly average groceries have increased by €29.60 on average per week and 39% of those questioned said they can barely survive financially. In order to afford their weekly groceries, consumers were forced to make drastic lifestyle changes. This includes buying fewer groceries, reducing their use of fuel and even consuming less food in order to be able to afford their purchases. Dutch consumers consider the environment important, but also expect supermarkets to adjust their prices to encourage consumers to buy more sustainably.

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