Only 5% of Britons say social or ethical considerations are a top factor in their consumer choices, according to new research.

Of that 5%, 83% highlighted environmental and climate concerns were a major worry when it came to choosing what to buy, this was followed by fair treatment of workers/suppliers (75%), animal welfare (68%) and human rights (59%).

By contrast, British consumers were more likely to regard cost (72%) and quality (62%) as influences behind their purchasing decisions.

The research was conducted by market research firm, YouGov, and surveyed 2121 adults in Great Britain on 18 and 19 September 2024.

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The research showed young people were as likely as older generations to say social and ethical factors were a reason behind choosing products.

According to the market research group, as the pool of respondents for social and ethical factors was so small, it was “not possible to divide the pool into age groups for further analysis”.

The study also showed that 15% of respondents reported brand trust as a factor.