Table 1. Brand list used to compile the...

Table 1.

Brand list used to compile the brand ownership measures

Sustainable brands	Circular brands	Regular brands
Cafédirect Taylors of Harrogate ground coffee Percol Yeo Valley Organic ice cream Roskilly’s ice cream Mackie’s organic dairy ice cream The London Tea company tea Cafedirect tea Clipper tea Montezuma’s organic chocolate Tony’s Chocolonely chocolate Seed and Bean chocolate Ecover laundry detergent Bio-D laundry detergent Who Gives A Crap Recycled Toilet Paper Ecoleaf recycled toilet paper Method household cleaners Lush shampoo bars Faith in Nature liquid and bar shampoo Green People shampoo Nobody’s Child clothing COS clothing H&M clothing	Clean Living Patagonia clothing Napapijri Vinted Adidas UltraBoost DNA Loop shoes IKEA’s secondhand store	Kenco Nescafe instant coffee Starbucks (from a non-Starbucks shop and a Starbucks shop) Magnum, Cadbury’s ice cream Häagen-Dazs Ice Cream Lipton tea Twinings tea Tetley tea Cadbury’s chocolate Milka chocolate Sainsbury’s chocolate Surf laundry detergent Persil laundry detergent Woolite laundry liquid Tesco toilet paper ASDA Shades toilet paper Domestos cleaners Cif household cleaners Vanish cleaning products Head & shoulders Dove shampoo TRESemme Kiehl’s Vaseline Garnier Aquafresh toothpaste Colgate toothpaste Sensodyne toothpaste Primark clothing Next clothing Amazon clothes Pretty Little Thing Hush Puppies shoes Timberland shoes and boots Crocs shoes Clarks footwear

Sustainable brands	Circular brands	Regular brands
Cafédirect Taylors of Harrogate ground coffee Percol Yeo Valley Organic ice cream Roskilly’s ice cream Mackie’s organic dairy ice cream The London Tea company tea Cafedirect tea Clipper tea Montezuma’s organic chocolate Tony’s Chocolonely chocolate Seed and Bean chocolate Ecover laundry detergent Bio-D laundry detergent Who Gives A Crap Recycled Toilet Paper Ecoleaf recycled toilet paper Method household cleaners Lush shampoo bars Faith in Nature liquid and bar shampoo Green People shampoo Nobody’s Child clothing COS clothing H&M clothing	Clean Living Patagonia clothing Napapijri Vinted Adidas UltraBoost DNA Loop shoes IKEA’s secondhand store	Kenco Nescafe instant coffee Starbucks (from a non-Starbucks shop and a Starbucks shop) Magnum, Cadbury’s ice cream Häagen-Dazs Ice Cream Lipton tea Twinings tea Tetley tea Cadbury’s chocolate Milka chocolate Sainsbury’s chocolate Surf laundry detergent Persil laundry detergent Woolite laundry liquid Tesco toilet paper ASDA Shades toilet paper Domestos cleaners Cif household cleaners Vanish cleaning products Head & shoulders Dove shampoo TRESemme Kiehl’s Vaseline Garnier Aquafresh toothpaste Colgate toothpaste Sensodyne toothpaste Primark clothing Next clothing Amazon clothes Pretty Little Thing Hush Puppies shoes Timberland shoes and boots Crocs shoes Clarks footwear

Note(s):

We singled out 13 product categories: coffee, ice cream, tea, chocolate, laundry detergents, toilet paper, cleaning products, shampoo, skincare products, toothpaste, high street clothes, shoes and other things. We selected product categories applying these criteria: (1) they belong to fast-moving consumer goods (FMCG) categories, meaning that they are “inexpensive products that people usually buy on a regular basis” (Collins COBUILD Advanced Learner’s Dictionary, 2024); (2) Ethical Consumer provides ratings for this category and there is a number of product options to choose from; (3) these products are sold in the grocery shops in the UK

Source(s): Authors’ own work

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