Brits prepared to pay 10% more to go green

New research has found British consumers are willing to pay a premium of ten per cent for environmentally friendly products.

Findings from internet bank cahoot, a subsidiary of Abbey, show 40 per cent of the British population, some 18.4 million people, would be prepared to pay more for their products.

On average these buyers were willing to pay ten per cent more for 'green goods', including organic, recycled and energy efficient products, and women are much more likely to go green than men.

Some 69 per cent of women say they regularly try to buy environmentally-friendly products when doing the weekly supermarket shop, compared with just 58 per cent of men.

"It's great to see so many of us are developing a conscience when it comes to our weekly supermarket shop," said Matthew Timms, director of cahoot.

"Of course, as economic conditions become tougher and belts are tightened, it's going to be difficult to keep buying more expensive environmentally sound products, but making the most of supermarket special offers and cash back deals will help those who wish to continue to help the environment in a tangible way."

The research also shows retired people (over 65s) are the most environmentally conscious, with 72 per cent making an effort to buy green goods, compared with just 52 per cent of 18-24-year-olds - the least environmentally sound age group.

A further 71 per cent of Brits - 32.6 million people - regularly try to purchase fruit and vegetables that are grown in the UK, in order to reduce the carbon footprint of their weekly shop.

Again, women are more likely to consider these issues, with 74 per cent saying they buy UK fruit and veg where possible, compared with 68 per cent of men.

Regionally, those living in Wales and the south-west are the most environmentally conscious, as 68 per cent regularly try to buy green products in their weekly supermarket shop and 50 per cent are prepared to pay extra for green goods.