While shopping ethically is very much the fashion these days, it turns out price remains the deciding factor for most UK consumers.

So says a new report from EY, which claims 78 per cent of shoppers base their purchasing decisions mainly on price.

"Wait, is that coffee ethically sourced?"
"Wait, is that coffee ethically sourced?"

The study found over two-thirds of UK consumers (68 per cent) class ethical behaviour as important when shopping - citing good treatment of employees (79 per cent), ethical supply chains (76 per cent) and treatment of workers and animals (49.8 per cent) as ‘critical’ to their decision-making. In practice, however, ethically sourced produce only comes in the top three purchase considerations for seven per cent of UK consumers.

Inflation running high

With inflation running at 3.1 per cent and shoppers facing an extended squeeze on their purchasing power, it's no wonder we're getting a bit hypocritical. Only half (53 per cent) of UK consumers would be happy to pay more for products which are ethically sourced, and cost is the largest barrier to buying sustainable or ethically sourced produce, with 52 per cent not spending sustainably due to the costs associated with these items, and a further 25 per cent saying they cannot afford these products. Access is also an issue, with 22 per cent stating ethical products are not available locally.

Shopaholics out in force in Cambridge. Picture: David Johnson

Helen Merriott, partner and retail and consumer products Leader for UK & Ireland at EY, said: “The great British consumer sees themselves as an ethical shopper – and while it’s clear that the will is there to shop ethically, the way is blocked by the higher relative prices of ethical goods.

"Price and availability are the key barriers to shopping more sustainably – retailers and manufacturers need to think about how they can get more ethical options onto shelves at a price point that’s much closer to ‘normal’ goods.”

Which products do we purchase ethically?

You can still enjoy those (ethically sourced) eggs!
You can still enjoy those (ethically sourced) eggs!

When it comes to sustainable shopping, eggs (56 per cent), meat (48 per cent) and coffee (43 per cent) are the items most frequently purchased from an ethical source, likely due to the availability of free range and Fairtrade items in these categories. Whilst one in three (34 per cent) consumers would not be willing to pay extra for ethically sourced groceries, on average, shoppers are willing to pay up to 10 per cent more for household goods such as eggs (38 per cent), milk (39 per cent) and bananas (37 per cent).

The sourcing of produce also has a domestic factor for UK consumers. 78 per cent of UK shoppers actively seek out homegrown or British-made produce over imported items, and two in five (38 per cent) would be willing to pay up to 10 per centmore for products sourced or manufactured domestically.

poll loading

What is the main factor for you when out shopping?

Brands must "invest in ethical credentials"

Martin Armistead, associate partner at EY added: “Today’s consumers have far more choice, and are able to drive more ethical shopping behaviour – particularly within the younger generations, for whom this is an important consideration. To ensure customer loyalty, brands must invest in their ethical credentials to ensure they are well-communicated to consumers and match up with their brand values.”