Quarter of consumers prepared to buy green even if it costs more money

British shoppers are three times more likely to choose environmentally friendly products than they were in 2011, despite the squeeze on their incomes, writes Greenwise Business.

A quarter of UK consumers said they would take the green option even if it cost  them more money, up from eight per cent 17 months earlier, according to a survey by Nielsen, the market research company.

The UK trend reflects a global surge in interest in environmentally friendly products with the proportion of consumers prepared to pay more to protect  the natural world more than doubling to 46 per cent last autumn from 22 per cent in spring 2011, according to Nielsen.

That change partly reflects rising concerns about the provenance of food and other products in the wake of series of scandals and easier access to information about the working practices of factories and farms around the world.

Read more on this story at Greenwise Business

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