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Norwegian online grocer Oda has reportedly , it seems unlikely. A December 2021 survey among grocery shoppers found that U.S. consumers have their eyes on the price first, revealing that sustainability criteria (e.g. buying seasonal, regional, fairtrade) play a smaller role in the purchase decision.

Raising awareness of products' different carbon footprints could certainly be a first step towards creating more conscious shoppers, but for the millions of families just trying to make ends meet, price will always trump conscience.