Does making greener food choices always come with a cost?

More specifically, is the cost of living crisis forcing consumers to act less sustainably?

There is tons of research out there on how cost effective going green can be, some people say it is cheaper, while others claim it is simply too expensive. 

And it can be hard to get to the facts, especially when products labelled as eco-friendly often seem to be at a premium.

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The Independent newspaper even claims 6/10 shoppers say they have had to make less sustainable choices during the crisis due to costs.

So what is the truth in all of this and how do we all, consumers and producers alike, arrive at a more sustainable future?

Kate Mesher, Research Executive, Ipsos UK

Jonathan Hall, Managing Partner, Kantar’s Sustainable Transformation Practice

Aoife Allen, Director, Hubbub