As Earth Day approaches, a new survey suggests many Canadians are struggling to balance environmental values with the rising cost of food. The online survey, conducted by Leger for Marine Stewardship Canada, found 62 per cent of respondents feel conflicted about prioritizing affordability over sustainability when grocery shopping. Another 72 per cent said high prices at the checkout are limiting their ability to make environmentally friendly food choices. The survey, which heard from 1,535 Canadians aged 18 and older between April 10 and April 12, points to growing tensions between household budgets and climate-conscious decisions. Sylvain Charlebois, a Dalhousie University food researcher and collaborator with Marine Stewardship Canada, said the findings reflect the reality many shoppers face. “People are forced to make really difficult decisions based on the money they have when they show up at the grocery store,” he said. Unlike fixed costs such as rent, Charlebois said food is one of the few areas where consumers can adjust spending more easily, often by opting for lower-priced items over more sustainable options. The survey suggests the issue is not a lack of concern for the environment, but rather financial pressure. Charlebois said most consumers still care about sustainability, but many are focused on meeting immediate needs. “Many consumers are trying to survive. They’re focusing on themselves, their family and their loved ones first,” he said. The report also highlights confusion around what qualifies as ‘sustainable’ food. While some shoppers associate sustainability with buying local or organic products, Charlebois said those labels do not always guarantee lower environmental impact. Instead, he points to certification programs, such as those for sustainably sourced seafood, as more reliable indicators. However, he said awareness and understanding of these certifications remain low among consumers. “There’s just no market currency related to the work they do,” he said, adding that clearer labelling and better in-store education could help shoppers make more informed choices. The survey also examined how rising food prices are influencing purchasing habits, including decisions around products like seafood, which are often marketed as sustainable but can come at a higher cost. Charlebois said while not all Canadians can afford to prioritize sustainability, those with higher incomes may have a greater role to play. “There’s probably about 30 per cent of consumers who are not affected by food inflation,” he said. “Those are the ones who should make a difference for everyone else.” He added that grocers also have a responsibility to better promote and explain sustainable options at the point of sale.
