The credit crunch means that many people are no longer willing to pay more for foods which help the environment, in a move away from ‘green’ living.

According to research by Cahoot, almost a quarter of consumers feel as though they would be less likely to think about environmental impacts of the foods that they buy, perhaps because there is a cost of going green and many are worried about debt management issues.

These figures reflect increasing worries about the cost of living, as 44% are no longer to pay extra for green products. The average amount a person is willing to spend is £2.45 in every £50.

Matthew Timms, managing director of Cahoot, said: “We’re more environmentally aware than ever before but with the cost of living skyrocketing, it’s becoming more and more difficult to tempt us into parting with cash for greener foods – which are often significantly more expensive.”