According to survey results published in the London Financial Times last week 84 percent of consumers say they are willing to pay “a little extra” for good quality food that also meets higher ethical standards for production. That number is up substantially from a 1994 survey that showed just 62 percent of consumers were willing to pay more.

Other findings from the survey include:

  •   90 percent said misleading food labels should be banned.
  •   90 percent said retailers should make it easier for them to achieve a healthy diet.  
  •   80 percent said retailers should help producers in developing countries.

The survey of 30,000 consumers was conducted for the Co-operative Group — the largest convenience store operator in the United Kingdom — by the NOP.

  London Financial Times