Brits prepared to pay 10% more for "green goods"

40 per cent of Brits - 18.4 million people - are prepared to put their money where their mouth is and pay extra for environmentally friendly products, according to new research from online bank cahoot.

On average, we're willing to pay 10 per cent more for "green goods" such as organic, recycled and energy efficient products, and women are much more likely to go green than men.

69 per cent of women say that they regularly try to buy environmentally friendly products when doing the weekly supermarket shop, compared with just 58 per cent of men. The research also shows that 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.

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

"Here at cahoot we aim to offer our customers an environmentally conscious paper free account by using only the internet for all of our business. As our survey shows ‘going green' can be a more expensive option but at cahoot the customer actually earns extra interest if they are more environmentally friendly, as the cheque book free option has a better rate of interest.

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 percent are prepared to pay extra for green goods. Those in the North of England are the least environmentally aware, with just 56 per cent buying green products regularly and 30 per cent willing to pay extra for green goods.