The decision to shop sustainably often depends on the effort required by consumers. According to a survey conducted by senior partner Jessica Moulton and colleagues, shoppers across four countries—France, Germany, the United Kingdom, and the United States—are more likely to freeze food to avoid waste or purchase seasonal produce (less effort) than buy recycled toilet paper or plastic-free detergents (more effort). Click through the interactive to see more results.
To read the article, see “Hungry and confused: The winding road to conscious eating,” October 5, 2022.