Consumers are more likely to put their wallet above their conscience, with 71% choosing supermarket products on price rather than sustainability, according to research carried out by Marketresponse for Schuttelaar & Partners and reported in Trouw.

Eight out of ten consumers know that picking cheap products has consequences for child labour or low wage countries, but just one in ten feels guilty, the research shows. And 90% think it is up to companies to provide sustainable products.
Despite this, more Dutch people are choosing sustainable products, the paper said, without quoting figures. One motivation is the financial advantage that comes with buying sustainable energy.