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What is the impact of supermarkets on the environment? By one estimate supermarket shoppers are responsible for producing 2.5 times as much waste as non-supermarket shoppers.

In addition to such wasteful practices as discarding food that isn't fit to eat and piling up junk in our landfills, supermarkets also operate a lucrative system of luring consumers into buying from them with attractive marketing claims about how their products are better for the environment.

In reality, however, most of us have no idea what criteria supermarkets use to decide which products to highlight when advertising their claims about being "better" for the environment.

Although it may seem counter-intuitive to begin with, this aspect of supermarket marketing has the potential to have the greatest environmental impact.

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