MILLIONS of shoppers believe being green is too expensive and claim they can’t afford to be more eco-conscious.
A study of 2,000 adults found 17% think it costs more money to be sustainable – and 23% think green produce is too pricey.
It also emerged that shoppers are more likely to consider price, convenience and the brand ahead of whether a product is sustainable when deciding what to buy.
As a result, just a third of adults consider themselves to be green, although 62% said it has become more of a consideration during the past five years.
The study also found the average adult estimates 38% of the groceries they purchase are eco-friendly – along with 23% of gadgets and 32% of clothes.
And food is the main area in which they actively try to shop sustainably (55%), ahead of clothing (31%), cleaning products (26%) and gardening supplies (18%).
How to go green for free
GOING green doesn’t need to be expensive – in fact, there are simple things you can do that don’t cost a penny.
- Drive less
- Cycle or walk more
- Recycle more
- Switch off plugs
- Turn off lights
- Ditch plastic bags
- Pay your bills online
- Buy items with less plastic packaging
- Wash clothes at 30°
- Hang dry clothes instead of tumble drying
- Donate – and buy – from second-hand shops
- Cut your shower time by half
- If you can, fix it – don't throw it
But the amount of packaging used is also a hindrance with 81% believing shop-bought items are over-packaged.
Almost six in 10 (58%) also said packaging influences their purchase decision, with 69% consciously buying items which have less packaging – if there’s a choice.
And 75% of those polled, via OnePoll, feel they would be "much more" sustainable if more companies made their packaging eco-friendly.
It comes as applications for the Green Homes Grant – which gives households either £5,000 or £10,000 toward energy-saving costs – goes live this Wednesday, September 30.
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.”
It comes as separate research showed households would pay £3,600 more a year for eco-friendly goods.
While common myths about sustainable products "put off" some homeowners from going green.
From composting to switching toothbrush – 25 little things you can do to save the planet.
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