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.
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