You buy fair trade coffee, but where does your energy come from?

Consumers are increasingly conscientious in their shopping habits, but pay little heed to the provenance of their power

Fair trade coffee
(Image credit: Mario Tama/Getty Images)

Psychologists and economists love to talk about all manner of behavioural biases, not least the primacy attached to immediacy. Stuff that we can see and touch on a daily basis becomes the source of excitement and fascination – as well as a nagging worry.

Take the source of that coffee in that cup in front of you. Where’s it from? Is it ‘fair’? Who supplied it? How much does it cost? Is it ‘green’ or ‘organic’? In contrast, energy, electricity and power aren’t regarded with such evident consideration and curiosity, although paying an expensive utility bill certainly provokes its fair share of worry and concern.

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