Media attention on environmental matters has grown substantially in recent years. The publication of the Stern Report into the impact of climate change has focused attention on the responsibility of the government, business and the individual in reducing carbon emissions and following a more sustainable model of living.

The multiple grocery retailers have stated their intentions to facilitate change in consumer behaviour and bring ethical buying into the mainstream. Currently consumers appear to be happy to make green choices when there is little difficulty or compromise in doing so, for example by switching to low-energy light bulbs, but they need greater encouragement to make the planet-saving switches to a fundamentally greener way of living.

Consumers have undoubtedly begun their journey to greener living with small simple steps. However, grocery retailers need to provide the information, opportunity and incentive for consumers to travel further and make greater, further-reaching changes.