Source: Vegconomist 

A new Utopia survey shows that consumers who practice “conscious purchasing” expect sustainable products, and in particular the 18 to 24 year olds influence the market. People especially in this group have less desire to go shopping, are critical of mass consumption, and willing to spend more on ecological products.

Conscious consumers between the ages of 18 and 24 are the main driving force behind this development: more than one in two (53 percent) of this age group in Germany has already given up meat. Most of them (60 percent) are prepared to limit their consumption in order to do something about climate change.