A survey has found that two in three shoppers prefer to buy products that have a positive environmental impact.

However, the survey also found confusion among consumers on how to identify which products are the most climate friendly.

More than four in ten say they find building flat-pack furniture easier than finding out about the environmental impact of products.

Just one in 14 are confident that they understand products' green credentials.

More than three in five are urging retailers to help them more easily look at the environmental impact of products.

The most sought-after sustainability features of products are animal welfare, cited by just under half of shoppers, and reduced packaging, which was mentioned by more than a third.

Ensuring chemicals and materials used are environmentally friendly are other popular green features.

Another is a focus on responsible farming and forestry.

The survey of 2,000 consumers has been carried out by online retail giant Amazon, which operates a Climate Pledge Friendly badge on products that have one or more independent sustainability certifications.

It sold 1.16bn items with the badge in 2023, up by 42% on the previous year.

“Amazon’s Climate Pledge Friendly certifications help us to communicate our brand commitment to more-sustainable processes and products,” said Tom Lloyd, commercial director at children and baby brand Bloomsbury Mill, which sells climate friendly products with this badge via the online retailer.

“The qualification process is reassuringly thorough which means when customers see the Climate Pledge Friendly badge, they can be confident they are purchasing a product that goes some way to help preserve the natural world we live in.”

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