Green Tomato: Putting Their Money Where Their Mouths Are
Wednesday, 04 January 2012 10:36How much more are consumers willing to pay for sustainable cuisine?
Consumers want and need to eat out, and the foodservice industry has a huge carbon footprint. Getting industry operators and consumers on the “green” bandwagon is necessary to minimize the impact that restaurants have on the environment in the future. But how willing are patrons to embrace this change?
According to a recent Mintel report, just more than half (57%) of respondents are willing to pay more for local and sustainable fare; however, the majority of those are only willing to pay a mere 1% to 5% more.
“Green and sustainable attributes pale in comparison to the leading restaurant decision drivers of menu selection, prices and convenient location,” says Eric Giandelone, foodservice director at Mintel. “However, these initiatives support the leading attributes to help a restaurant stand apart and will become more important as the green movement continues to progress.”