'Green’ Consumers Force Retailers to Rethink

“Look Behind the Label” is the name of the campaign that Marks & Spencer, one of the U.K.’s largest retailers, has launched since the beginning of this year. The company says that consumers should pay attention not only to the price on the label but also to whether genetically modified ingredients were used in manufacturing the food they are purchasing, or whether the fish they are buying was responsibly sourced. Middle-class consumers in their 20s and 30s have begun to look for environmentally friendly agricultural products and fair trade products, made or grown by farmers in developing countries who are guaranteed a fair price for their goods. This means that “green consumers” have become a force to be reckoned with, encouraging a trend toward sustainable business management.