Ethical shoppers 'need more help'

The report says there should be more incentive to buy green

Consumers need more advice to help them choose environmentally friendly products, according to a report.

Researchers at Leeds and Sheffield Universities spoke to almost 100 people who claimed to be ecologically aware.

The so-called green consumers found it easy to make decisions about food - favouring organic, fair trade or locally-sourced products.

But on bigger purchases, such as washing machines, most considered price as carefully as ecological concerns.

And green issues were not even a factor when choosing cheaper items such as MP3 players and toasters.

Compromised values

Researcher Dr William Young said consumers were "very confused about what issues are important" and needed "clear directions".

"Consumers find that being green or ethical is a very hard, time consuming, and emotional experience," he said.

The greenest of all shoppers do a lot of research before buying anything - but often feel unsatisfied at their purchases as they invariably have compromised some of their values.

The report, commissioned by the Economic and Social Research Council, recommended all electrical products should have energy efficiency ratings.

It also said habits would not change unless there were more financial incentives to "buy green".