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Sus ainabilit


ustainability


Green Business Gree n Consumers value quality and price over green factors


BehaviourandMarketImpact, found that 64%of consumers across the world claim that they try to have a positive impact on the environment on an everyday basis. As global awareness of green issues and the effect of production on the environment grows, it is increasingly impacting governments, corporations and consumer buying behaviour across all market sectors – especially food and drink. “Individuals have more power to influence than ever, due to the rise of social media, and the ease of gaining and spreading information and o pinion,” the Euromonitor report claims. “More companies are looking to authentic environmental strategies and moving beyond sim “greenwashing”, an they are carving ou innovative, profitab for others to follow.” However,


E r,


d in doing this ple


le green business t a path of


r, there are limits to consumer consciousness and


consumer conscience when it comes to buying sustainably. Euromonitor’s research shows that concern about the environment rises with income, and whilst older people show more awareness, middle aged people show more action. Operators should look at the demographics of their


customers, and the location of their


machines when deciding how much time and effort to put into demonstrating their sustainable credentials. The report also found, crucially, that quality and price still ultimately trump green factors. Mintel reports th at: “Ethics is becoming ever more ingrained into food and drink operators’ sourcing policies but it is a complex area which is important to get right. Not only do consumers expect good ethical practices from operators, they also expect to be informed and reassured over why they’re paying extra and where going.” Although consumers consider sustainability part of their food service provision, just one in fou r


trust that extra an important the money is


3 0 uromonitor’s report, entitled EcoWorriers rs:GlobalGreen


money paid for fair trade goes to producers, and over half of organic buyers agree that organic products are too expensive to buy regularly. 37%think ethical standards are compromised in low- priced food.


Disposable packaging manufacturer Hu commissioned independent consumer res vending and vending machine usage with manager Ray McNamara said: “The resea environmental awareness amongst consu


in the UK. UK vending sales earch into hot drinks htamaki recently


mers is high. Over three rch shows that


quarters of consumers (76%) want to know about the green ’ credentials of the paper vending cup being dispensed, such as whether it’s recyclable or





compostable; made in the UK; or made from paperboard sourced from responsibly managed forests. What’s


research, particula


is that it also shows that rly interesting from the


consumers not only want to know more about the environmental credentials of the vending cups


dispensing their drinks, but that they are willing to pay more for them to be compostable. Of the consumers who pay for their vended drinks, 76%would pay 1p more for their drinks to be served in compostable vending cups.”


Practicing sustainable business in vending can be challenging. Sourcing suppliers can be a balancing act, as products ranging from snack bars to coffee beans need to combine high quality taste and value for money with sustainable sourcing and manufacturing. What’ s more, operators need to somehow communicate these characteristics to their customers through the limited medium of an unstaffed, automatic service. However,


r, with the ‘Internet of Things’; intelligent


vending; smart phone capability and increasing numbers of vending displaying LCD and touch screens, this may not be a s e a task as it seems .


impossib l machines


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