Consumers want sustainability but won’t pay for it — Reuters.com

Consumers are often quick to demand that companies improve their sustainability practices. Still, many shoppers are unwilling to pay more for sustainably produced goods:

“Shareholders, consumers and regulators have pressured companies – from Kimberly-Clark (KMB.N) and Nestle (NESN.S) to Walmart (WMT.N) – into spending billions of dollars on more sustainable supply chains to produce less environmentally harmful products.

But when push comes to shove, the companies sometimes find consumers aren’t buying them.“

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