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Consumers Only Willing to Pay A Small Percentage More for Sustainable Food, Survey Finds

Monday, November 14, 2011

(American Meat Institute)

While more than half of respondents (57 percent) in a recent Mintel survey say they willing to pay more for local and sustainable fare, the majority of those are only willing to pay a mere 1-5 percent more.


“Green and sustainable attributes pale in comparison to the leading restaurant decision drivers of menu selection, prices and convenient location,” notes Eric Giandelone, foodservice director at Mintel. “However, these initiatives support the leading attributes to help a restaurant stand apart and will become more important as the green movement continues to progress.”


When deciding where to eat, 74 percent of patrons based their decision on menu selection followed by pricing and convenient location at 69 percent and 67 percent, respectively. Local/organic ingredients and sustainable ingredients lagged severely behind with only 7 percent of people saying that drove them to a restaurant.


When Mintel respondents were asked to rate their top three corporate responsibility (CSR) initiatives, they named living wages, local ingredients and company-provided medical insurance.


Mintel is a leading global supplier of consumer, product and media intelligence. For more information on Mintel, go to http://links.mkt3471.com/ctt?kn=7&ms=Mzc2NDY5NQS2&r=MjAxMDE5NDYyOTQS1&b=0&j=MTE3MDE0ODI4S0&mt=1&rt=0.

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