22 Jul 2022
Is it worth it? The science of sustainable choices

As the growing trend of conscious consumption encourages shoppers to make more sustainable choices, they are weighing new eco-attitudes up against other factors before making purchase decisions. Canvas8 spoke to Giulia Granato about the compromises people are willing to make for sustainable products.

Giulia Granato is a PhD researcher at Wageningen University who studies how to prompt consumers’ sustainable behaviour and acceptance of sustainable innovations.

Emma Sheppard is a journalist specialising in business, technology, family and social affairs. As well as Canvas8, her work has appeared in The Guardian, Wired, BBC Worldwide, The Independent and more.