The UK’s most sustainable shoppers live in the North East – but those in the South West are least likely to worry about the planet when they shop, a study shows.
A poll of 2,000 adults found three quarters (74%) of those living in the North East of England see themselves as eco-friendly consumers.
A third of those in the region would happily pay more to ensure their beauty products were cruelty-free or made from natural ingredients – more than anywhere else in the country.
North East residents are also more likely to buy more expensive organic meat (37%) and fruit and vegetables (46%) rather than cheaper alternatives to do their bit for the environment.
Londoners came second with 65% claiming to be sustainable shoppers, with those in the capital prepared to pay up to 25% more for an item that was completely cruelty-free, sustainable and ethical.
This is compared to the national average of just 19% more.
But less than half of those in the South West (46%) think about the impact of their purchases on the planet, along with only 48% in East Anglia and 49% in Northern Ireland.
Elinor Brown, spokesperson for haircare brand weDo/ Professional, which commissioned the research, said: "Sustainability has become a real issue recently, especially when it comes to their beauty regime, with shoppers much more concerned about how items were produced.
"When purchasing something, many are now making sure it is something which was made from sustainable ingredients, ethically or in a cruelty-free way – even if it means not buying the cheapest option.
"It's great to see those in the North East are leading the charge when it comes to their shopping and ensuring it is as sustainable and ethical as possible.
"Sometimes it just means making a different choice to your usual product in order to be more sustainable when you shop."
The study also found 59% of those in the East Midlands think they are sustainable shoppers along with the same number in Scotland and the South East (59 per cent).
Nationally, 57% of people claim to think about the environment and ethics when they shop with 37% going as far as to say they would refuse to buy meat and dairy products which weren't produced ethically.
A quarter (25%) would only buy hair dye made in a sustainable way while a third (33%) said the same of shampoo and conditioner.
As a result, an eco-conscious 24% have even switched to a shampoo bar, with 52% doing so because it uses less plastic than liquid shampoo.
Londoners (33%) are most likely to have made the switch, followed by those in the North East (27%).
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Elinor Brown, from weDo/ Professional, added: "Making a small change, like going from shampoo bottles to shampoo bars, can seem a bit daunting at first.
"But it's a little change which can really help your beauty regime to become more ethical and sustainable."
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