1. Confusion / Ignorance regarding what is right and good and what is not, particularly when faced with multiple responsible factors and trying to make the best (more responsible) choice.

2. Habit – consumers buy on habit and when buying food will generally work from a fixed repertoire of items; 48% of UK shoppers said that buying what they always buy is important to them 18% also gave this as a reason for purchases made.

3. Cost - responsible products cost more and particularly in a recession with pressure on family budgets this premium is questioned more intently. While TV campaigns have succeeded in heightening awareness of key issues, particularly animal welfare, the stark price differential prevents consumers from acting on their attitudinal sentiment.

4. Mistrust – In 2009, consumers feel let down and betrayed by the fabric and foundation of our economy and society; leaving them cynical, suspicious and questioning the integrity and motivation behind actions developing a hardening of cynicism and a ‘what’s in it for them’ attitude. This impacts any information coming from government; local government; retailers and food manufacturers.

We believe that food retailers and manufacturers are able to influence both attitude and behaviour. We have seen real changes in sentiment leading to real changes in behaviour – high profile campaigns fronted by celebrity chefs are one thing but they do lead to sometimes short term spikes in behavioural change.

The other way is to influence behaviour in a direct way and without relying on consumer sentiment. Recent moves by Tate & Lyle; Cadbury’s and Hellmanns mayonnaise to change the way they source ingredients is a way of increasing each persons responsible behaviour without them necessarily being conscious of it.

However if responsible consumerism is to increase significantly it has to be a conscious need fulfilment for it to be sustained. Changes need to be simple; easy to do and to understand and above all have complete integrity. Consumers are not naive; they understand business has to make money, but a return to simpler values in the current recessionary landscape means that as marketeers we have to act responsibly and transparently.