Price and convenience are more important to shoppers than sustainability

Price, convenience and the brand behind the product are all more important to adults when deciding whether or not to open their wallets.

Despite this, 62 per cent of the 2,000 adults polled said being green has become more of a consideration during the past five years.

Almost six in 10 (58 per cent) also said packaging influences their purchase decision, with 69 per cent consciously buying items which have less packaging – if there’s a choice.

Andy Barnetson of Beyond the Box, which commissioned the research, said: “It is encouraging to see the number of adults looking to be more sustainable when it comes to their weekly shop – particularly as many of us hit the supermarket aisles on autopilot, with our shopping lists primed.

“However, for those seeking positive changes, it is important to ensure sustainability is at least a consideration during the purchase process.

“A good way to do this is to reflect on the materials used to package products when you are browsing the supermarket shelves.

“Consider the packaging and opt for those items which are wrapped in materials which are widely recyclable, such as paper-based materials like cardboard.”

The study also found the average adult estimates 38 per cent of the groceries they purchase are eco-friendly – along with 23 per cent of gadgets and 32 per cent of clothes bought.

And food is the main area in which they actively try to shop sustainably (55 per cent), ahead of clothing (31 per cent), cleaning products (26 per cent) and gardening supplies (18 per cent).

However, 17 per cent said they simply can’t afford to shop sustainably and 23 per cent also believe that green produce is too expensive for most people.