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ST LOUIS - Most consumers wish to act sustainably when making purchasing decisions but their willingness to do so is being weakened by the cost of living crisis, according to a new survey.

The poll of 4,679 US shoppers, commissioned by Stifel Financial Corp and carried out by Morning Consult, found that 81 per cent felt it was important for companies to act sustainably.

However, less than two-thirds (64 per cent) were now willing to pay more for brands with leading sustainability practices, down from 67 per cent last year, amidst soaring inflation.

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