Would a similar model be an option for the U.S. as well? According to findings from Statista’s Global Consumer Survey, it seems unlikely. A December 2021 survey among grocery shoppers found that U.S. consumers have their eyes on the price first, revealing that sustainability criteria (e.g. buying seasonal, regional, fairtrade) play a smaller role in the purchase decision.
Raising awareness of products' different carbon footprints could certainly be a first step towards creating more conscious shoppers, but for the millions of families just trying to make ends meet, price will always trump conscience.
