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Renewable retailers - survey shows green energy important to consumers

Posted by Sam Tonge on 15 August 2018 at 9:09 am

What is it that leads you to choose one supermarket over another? Is it price, customer service, convenience, or all of the above? Or perhaps if you’re an aspiring ethical consumer, you may prioritise fair trade items or organic produce.

A recent Ørsted survey has revealed that products’ green credentials are taken into account by the majority of UK shoppers. Formerly known as DONG Energy, Ørsted are a global leader in offshore wind and operate ten operational offshore wind farms in the UK alone. The survey was conducted amongst 500 consumers who were demographically representative of the UK population and consists of both men and women aged 18 to 70 years, geographically spread.

The report revealed that around 50% of respondents express concern as to how supermarkets source their energy, with three quarters of respondents stating they would choose a supermarket that uses renewable energy over one that doesn’t.

The result also showed that 86% of consumers believe it’s worth buying groceries produced using renewable energy at equal to or more the usual price, with 23% even willing to pay a premium for them.

What’s particularly interesting about these findings is that the results remain largely similar across all product categories including groceries, clothing, beauty products and consumer electronics.

This may seem a little fanciful for many, who consider price to be the dominant factor dictating our shopping habits.

This research will however come as little surprise to ethical consumers who are already aspire to do right by the environment. However it would seem that green credentials are less ‘niche’ or ‘alternative’ and more ‘mainstream’ than some may think.

With the UK’s major supermarkets fighting ever more fiercely for market share, could renewable energy help decide the fate of the big four?

Jeff Whittingham, Managing Director of Ørsted Sales UK, said: “We know that a move to green energy makes sense for the environment, but these latest statistics show that it is also good for business, making renewable energy a commercial choice as well as an ethical one”.

With both an environmental and financial case behind renewable energy, it would seem UK supermarkets have an open goal to improve their supply chain, market share and their reputation too. People power will surely be a help in advancing the transition towards sustainable corporate practices in an increasingly challenging retail environment.  

 

Sources

https://orsted.co.uk/Media/Newsroom/News/2018/07/New-survey-reveals-73-percent-of-UK-consumers-would-choose-retailers-that-use-renewable-energy

https://orstedbusiness.co.uk/-/media/WWW/Docs/DCS/UK%20DCS/Collateral/
Consumer%20Sentiment%20Survey%20Report%20v3.pdf

 

About the author: Sam joined YouGen in 2017 as a Project Officer, after having achieved a BSc (Hons) degree in Geography from Royal Holloway, University of London. 

He is passionate about renewable energy and sustainability and has undertaken a variety of placements focused in these areas. 

Sam coordinates the YouGen blog, newsletter and recommendation service on behalf of installers, as well as driving the platform forward through an active social media presence. 

If you have a question about anything in the above blog, please ask it in the comments section below.

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