Britain’s most sustainable shoppers live in the North East, according to the study (Image: Getty Images)

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Britain's most sustainable shoppers live in the North East – but those in the South West are least likely to consider the planet when they shop, according to research.

The study of 2,000 adults found three quarters (74 per cent) of those living in the North East of England claim to be eco-friendly when choosing what to buy.

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 per cent) and fruit and vegetables (46 per cent) rather than cheaper alternatives to do their bit for the environment.

Do you consider yourself to be an eco-friendly shopper? Let us know in the comments

65 per cent of Londoners claim to be sustainable when they shop
(Image: Getty Images)

Londoners came second with 65 per cent claiming to be sustainable when they shop, with those in the capital prepared to pay up to 25 per cent more for an item that was completely cruelty-free, sustainable and ethical.

This is compared to the national average of just 19 per cent more.

But less than half of those in the South West (46 per cent) think about the impact of their purchases on the planet, along with only 48 per cent in East Anglia and 49 per cent in Northern Ireland.

The popularity of beauty products which are cruelty-free or made from natural ingredients is increasing
(Image: Getty Images)

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.

More people are turning towards fresh and organic produce
(Image: Getty Images/iStockphoto)

"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 per cent 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 per cent of people claim to think about the environment and ethics when they shop with 37 per cent going as far as to say they would refuse to buy meat and dairy products which weren't produced ethically.

A quarter (25 per cent) would only buy hair dye made in a sustainable way while a third (33 per cent) said the same of shampoo and conditioner.

As a result, an eco-conscious 24 per cent have even switched to a shampoo bar, with 52 per cent doing so because it uses less plastic than liquid shampoo.

Londoners (33 per cent) are most likely to have made the switch, followed by those in the North East (27 per cent).

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."

To find out more about shopping sustainably and the psychology behind it, go to

Regions and percentage of people who think they are sustainable shoppers

1. North East – 74 per cent

2. London – 65 per cent

3. East Midlands – 59 per cent

4. Scotland – 59 per cent

5. South East – 59 per cent

6. North West – 56 per cent

7. Yorkshire and the Humber – 56 per cent

8. Wales – 54 per cent

9. West Midlands – 51 per cent

10. Northern Ireland – 49 per cent

11. East Anglia – 48 per cent

12. South West – 46 per cent