The latest driver in consumer spending? Climate change.

That’s according to the latest findings from Kroger data partner 84.51°, which reveals that more than half of U.S. shoppers are concerned about climate change. Furthermore, 19% of shoppers say they frequently seek out sustainable products and 22% of shoppers find sustainability very important when choosing which products to purchase.

Reinforcing this notion is a slew of data from and new research by Innova Market Insights. Consumers in the U.S. and Canada say that they are willing to pay more for products that practice eco-friendly sustainability and ethics in their development, packaging, and sale of products, particularly around animal cruelty and ocean pollution.

Consumers also think about how plant-based diets impact the environment and say they want more plant-based meal options.

Among Kroger shoppers, Millennials (68%) are the most concerned with climate change, followed by Gen X (57%) and baby boomers (50%).

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