Confusion reigns when it comes to reducing the amount of plastic we use, with Brits unsure as to how they can shop sustainably, research has revealed.
Just under half (48.5 per cent) have said they would like to cut their daily plastic usage but lack the knowledge to do so.
88 per cent would like to see shopping aisles that are solely for sustainable products, while 62 per cent would spend more on products that reduce the impact on the environment.
A survey of 2,000 UK adults was carried out by The Fine Bedding Company, and revealed nearly two thirds (65 per cent) feel they end up receiving too much information about the negative impacts of plastic without receiving any guidance on how they can reduce waste.
For the majority of us (94 per cent), it is the supermarkets, large retailers and similar brands that will play a big part in the war on plastic, while 89 per cent also thought the Government should do more to reduce the UK's plastic usage and lead to more recycling.
There was also further uncertainty about the way in which a more sustainable life could be led, despite the data revealing the general public would love to do more. On top of wanting to see dedicated sustainable product aisles in supermarkets (88 per cent), 94 per cent felt packaging should have clearer guidance to reveal how sustainable the product is, while 71 per cent feel the Government should be subsidising items so they will have the least environmental impact, subsequently making them more accessible.
Over three quarters (78 per cent) said they have been looking for products made sustainably or with recycled materials over the last 12 months, with 62 per cent happy to pay more for a product that was less damaging to the environment.
Helen Johnson from The Fine Bedding Company said: "The impact of plastic has been high on the news agenda for some time but what is clear from this research is that people are feeling confused rather than empowered when it comes to reducing their consumption."
"Undoubtedly a step change still needs to happen in people’s plastic usage but this needs to be supported by retailers, manufacturers and wider stakeholders to help consumers on this journey."
"The positive that we can take from this data is that people are willing to spend more and seek out sustainable products – they just need a push in the right direction."