UK consumers want to shop green but can't afford to - report

By

Sandra Halliday

Published
May 10, 2024

UK consumers want to shop sustainably but are put off by high prices, a new report has claimed. It says nearly three-quarters (72%) of UK consumers aim to shop in an environmentally-conscious way.

The research comes from  car insurance broker The Green Insurer that spoke to over a thousand UK adults.

The biggest obstacle for shopping green is the higher cost of the more expensive eco-conscious products. This was cited by three in five (59%) UK consumers interviewed. Other reasons given included a lack of choice in green products where they shopped (30%); the perceived poor quality of eco-conscious goods (15%); and a lack of knowledge as to where to find environmentally-friendly alternatives (10%). Only 6% admitted to not being interested in being environmentally-conscious.

Regardless of some of the barriers to shopping green, a determined 18% of consumers say that nothing stops them from opting for the product that they believe to be best for the environment.

And despite them having the least disposable income, younger consumers lead the way in ‘green shopping’ with two in five (43%) saying they always or usually purchase the most eco-friendly product. That compares to just 23% of adults aged 55 and over.

Overall, three in 10 (31%) say they “always buy” or “usually buy” the most eco-conscious product available.  And 41% say they occasionally do, but 28% say they don’t select products based on how environmentally-friendly they are.