Sustainable and responsible consumption are nowadays at the top of the consumer agenda. However, so far ways of signalling so-called environmentally friendly products have neither been proven to be effective methods of attracting new consumers to a product nor designed to appreciate the heterogeneity of response to their efforts amongst supermarket shoppers. The paper argues that the response to policies is dependent on the type of food being purchased and consumer’s level of involvement. The analysis of actual supermarket shopper behaviour proves that lifestage and lifestyle characteristics are consistent with hypotheses, whilst focus groups confirmed different levels of involvement across consumers.
JEL codes: E21, C23, Q01

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