According to 2023 market research, what surprising shopping habit was observed among consumers of natural/organic products?

The natural products industry is evolving rapidly with changing consumer preferences and environmental awareness. How well do you understand the shopping habits of consumers seeking nature-inspired and eco-friendly products? This trivia question explores an interesting pattern discovered in recent market research about natural product purchasing behaviors that might surprise even industry veterans.

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They spend 40% more time reading product labels than conventional shoppers
They are more likely to make purchases during full moons
They predominantly shop online rather than in physical stores
They typically visit stores 30% less frequently but buy more items per visit