Spring Orchard (photo by clconroy, courtesy of morguefile.com)

Belt-tightening of family budgets is widely underway, but consumers are showing a willingness to purchase products perceived as promoting a healthier and more sustainable future despite their higher cost.

Though it represents a slowing of the double-digit growth of years past, Nielsen Company research indicates that the growth of organic food sales was 5.6% in December compared to the same month a year ago. According to Nielsen’s findings, sales at natural food stores reached $4.2 billion in 2008, an annual increase of 10.9%.

A survey by GlobeScan, commissioned by the non-profit Fairtrade Labelling Organizations International, found international support among consumers for companies they believe are dealing justly and ethically with producers in developing countries. Sales of products certified Fairtrade were up by 24% in Austria, by 40% in Denmark, by 57% in Finland, by 22% in France, by 75% in Sweden, by 43% in the United Kingdom and by 10% in the United States in 2008, when compared with 2007. The majority of consumers expect companies to actively support community development in developing countries.

A Harris Interactive poll found that of the 73% of consumers who purchase "green" products, about 67% are purchasing the same amount of green products, while 26% are buying more, and only 8% are buying less. The Harris poll asked adults how recent economic conditions had affected their purchasing of "green" products or services such as non-toxic or biodegradable cleaning products and restaurants that serve locally sourced food.