British shoppers are three times more likely to choose environmentally friendly products than they were in 2011, despite the squeeze on their incomes.
A quarter of UK consumers said they would take the green option even if it cost them more money, up from 8% 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% last....