Lack of availability is hampering consumer efforts to buy more ethically, according to a new survey by IGD's Shopper Online.
While price remained the main barrier to shoppers, with 51% of respondents saying that ethical products were just too expensive, 15% said the reason they didn't buy the products was because they couldn't find them, and 14% said that those type of products were not available in the store. However, 34% of shoppers described themselves as those 'who buy products that support their beliefs'.