Middle aged shoppers are more likely to buy ethically

When it comes to shopping ethically, young people spout on about buying eco friendly goods, but it is the middle aged who are more likely to go green.

A survey from Warick Business School, found that young and older shoppers were less likely to buy Fairtrade and organic products at supermarkets compared to those in the middle.

Professor Kevin Morell from Warwick Business School, said that age was associated with making decisions are recommendations to other about shopping ethically.

He said: “There is the perception that in general people become more ethical as they get older or that today’s young are more in tune with ethical buying and the environment.

“But we were surprised to find that it was the middle-aged who were the ethical shoppers. We found a ‘curvilinear’ relationship between age and purchasing Fairtrade and organic products: both older and younger respondents were less likely to purchase ethical goods than middle-aged respondents.”

A total of 688 shoppers were questioned at three UK supermarkets about their shopping habits.

Finance was believed to be a major factor for young people about their knowledge of eco products but their lack of commitment at the tills.

Morrell said: “The findings may reflect that both younger and older consumers have less disposable income, especially as fairtrade and organic goods are often more expensive. Certainly, it might explain why younger shoppers recommend ethical foods, but don’t then buy them as they simply can’t afford it.”