High prices and product confusion 'stop people shopping more sustainably '

UK consumers ' interest in sustainable products has risen significantly - with more than a quarter (28 per cent) saying they have increased their purchase of sustainable products over the course of the pandemic and a third (34 per cent) plan to increase this afterwards.

That 's according to the latest EY Future Consumer Index.

However, the survey of more than1,000 UK consumers found barriers that stop consumers from shopping more sustainably, including high prices, confusion around product quality, and lack of trust in sustainability credentials.

The EY report found that 67 per cent of respondents say that high prices were a definite deterrent to purchasing sustainable products.

More than a third (35 per cent) wish that they could afford to do more.

But even though sustainable products can come at a cost premium, UK consumers say that the investment brings a feel-good factor that is important to them - 28 per cent of those that have bought such goods say they are playing their part for future generations and 27 per cent feel that they are contributing back to the future of the planet and society.

Other than cost, quality of information and trust in brands are also significant barriers.

The majority (56 per cent) cite misleading product information as putting them off buying, and more than half (51 per cent) lack trust in brands and retailers to help them make sustainable purchasing choices.

Over three-fifths (64 per cent) of respondents perceive sustainable options to be of poorer quality.

This ultimately leads consumers to lose patience, with 37 per cent saying that understanding how to make more sustainable choices is too difficult or time-consuming.

Silvia Rindone (pictured), EY UK&I retail lead, said: “Our report shows that people want to do their bit to tackle sustainability challenges, but they don 't yet have the right information to turn those desires into action. There is a clear prize to be won if brands and retailers can communicate with clarity, authenticity and consistency.

“A number of retailers and consumer goods companies have been proactive and are leading in shaping the agenda around the future of sustainability.

“However, greater coordination across the industry is needed to align on standards that ultimately will make it easier for consumers to make more informed choices. ”

The EY report also found that consumer expectations around sustainability vary significantly by age and product category or sector.

Younger consumers (those under the age of 40) have human rights in their top three concerns, prioritising it nearly twice as much as their older peers.

Human rights sit alongside climate change and plastic waste for this age bracket.

The 'intention-action gap ' also differs by age, and between different actions.

For example, during the last six months more than a quarter (27 per cent) of younger consumers have checked the sustainability credentials of products before they purchased - a figure that 's more than twice the rate of older consumers (13 per cent of those over the age of 40).

Meanwhile, a smaller proportion (20 per cent) of younger customers have actively researched the sustainability policies of an organisation, also at twice the rate of older consumers (10 per cent).