NEW YORK — Americans are willing to spend, on average, 31% on food they consider to be produced responsibly, according to new study.
The study, commissioned by Gibbs-rbb, found that US households spend an average of $119.30 per week on grocery food, and consumers are willing to pay an additional $37.30 per week, or 31% more, on food that is produced in ways that advance the well-being of the planet, humans and safety of food sources.
The findings also showed that with price being equal, most Americans say they are likely to switch from a food brand they trusted if they learn that the company was involved in product recalls (77%), practices that harm animal welfare (73%) or irresponsible labor practices (72%). Most also consider nutritional content (88%), food safety (87%) or food waste (78%) as important when making food purchases for their households.
Most Americans rate word-of-mouth discussions (71%), news media (68%), content supplied by food retailers (66%) and content provided directly by food companies (66%) as important in their efforts to learn how food companies advance the well-being of the planet, humans and safety of food sources.
With price being equal, female consumers are more apt than their male counterparts to say they would be likely to switch from a food brand they trusted if they learned that the company was involved in practices that harm animal welfare (79% vs. 67%) and irresponsible labor practices (78% vs. 65%). Female consumers are also more likely to consider sustainable packaging (76% vs. 69%) and labor practices (72% vs. 64% ) to be important when making food purchases for their households.
The study was conducted online in August 2014 among 2,010 US adults.