The research did show, however, alignment in regard to spending more on sustainable products.
There was one clear area of alignment, though: shoppers from both countries said they are willing to pay more for sustainably made products.
And U.K. consumers were also found “to be more skeptical and demanding on transparency than those in the U.S.,” the authors of the report said, noting that only 49 percent of U.K. consumers “believe that retailers and brands are sufficiently transparent around theirefforts” compared to 59 percent in the U.S. Furthermore, 82 percent of consumers in the U.K. expect retailers to be more sustainable compared to just 76 percent in the U.S.
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