US retail giant Wal-Mart has launched an initiative to monitor the shopping habits of its customers.
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Initially focusing on environmental issues, the ‘live better index’ has found that while US consumers are more concerned about the environment, cost and convenience are the greatest barriers to greener shopping habits.
According to Wal-Mart’s initial findings, 57% of Americans are extremely concerned about the environment. While 43% believe they will be extremely green in the next five years, only 11% identify themselves as extremely green today.
According to the survey, cost and convenience are the biggest barriers to becoming more environmentally friendly. Some 62% of respondents said they would buy more eco-friendly products if there was not a price difference.
“Wal-Mart recognises that environmentally friendly products don’t do much for the environment when sitting on a shelf,” said Andy Ruben, Wal-Mart vice president of corporate strategy and sustainability. “We know consumers have the power to make a difference. Our role is continuing to drive accessibility and affordability for sustainable product to consumers who may have not thought about buying ‘green’ in the past.”
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By GlobalDataAnother factor that Wal-Mart found to stand in the way of more environmentally friendly shopping habits was product knowledge. The survey said that over three-quarters of consumers said they needed more information to think about how to combat environmental problems. Some 30% said they were unaware of where to get this information.
