Over half of Brits would like to make more environmentally friendly lifestyle changes – but two in five can't afford it, as they don't have enough disposable income.
Buying an electric vehicle (28%) and more locally-produced food (26%) would be among the top steps eco-conscious Brits would take if money were no object.
And a third would love to be able to install solar panels at home – while upgrading the boiler, investing in smart technology, and insulating their homes are other sustainable goals that people currently can't afford.
The research, into 2,000 adults, found that they are typically left with just £367 in the bank after all their monthly outgoings are settled – falling short of the £389 they would need to be as eco-friendly as they'd like.
But 13% are left with under £200 disposable income a month – while a fifth scrape by with less than £100.
Nearly half of those polled (49%) say they have less disposable income than they did a year ago, with 44% finding it harder to afford what they want to buy.
And it also emerged cost is now the top priority for purchasing (65%), while opting for green providers (15%) or products (24%) is now less of a must in the current cost-of-living climate.
However, many acknowledge there are some areas where they can still make a difference – such as using a reusable coffee cup to save money on out-of-home drinks purchases, buying fewer takeaways, and being more economical with use of certain products.
Hygiene and health company, Essity, has mapped the sustainable efforts of the nation over the past 12 months, and charted the struggles here.
A spokesman said: “The cost-of-living crisis continues to bite, and as well as having an impact on our everyday spending, it is also affecting our behaviours towards sustainable living.
“Studies over the last three years show a consistent willingness for British people to be more sustainable – but they feel they are constantly being pushed in the opposite direction, due to a reducing disposable income and a perceived lack of more sustainable options.”
The study also found that over the last 12 months, the economic crisis has affected people's ability to afford household bills the most (37%), followed by the purchase of food and drinks (15%).
And when it comes to prioritising with the small amount of spare cash they do have, people are choosing to put this in savings (35%) or towards holidays (14%), rather than sustainability (10%).
To aid change, many would like the emphasis on being green to be taken off their shoulders – with 35% wanting to see less packaging on products in shops, and 32% welcoming better recycling facilities.
Cheaper or more public transport would be a positive introduction for 30% of those polled, via OnePoll – while 28% would like solar panels to be put on buildings, and 27% want to see a ban on single-use plastics.
More sustainable restaurants, schools, and workplaces are considered a must by many, as are the implementation of wind farms and green spaces.
A fifth want the government to take charge and incentivise businesses to be greener, and for there to be more investment or research into eco-friendly power alternatives.
The spokesman for Essity added: “The results of the study tell us that the current economic climate feels like a stranglehold for people wanting to live a greener lifestyle.
“But there are many actions we can take that not only have a positive sustainability impact, but will also benefit our pockets too. We all need to think about how we can reduce, reuse, and recycle.”
TOP ECO-FRIENDLY CHANGES BRITS CAN’T AFFORD:
- An electric vehicle
- Solar panels
- Smart technology
- To upgrade the boiler
- Providing transportation for others
- Buying from a sustainable clothing brand
- Insulating the house
- Contributing to charities
- Eco-friendly goods for the home
- Sustainably-produced food and drink
- Helping the homeless
- Sustainable products
- Locally-produced food
- Volunteering within the community or in schools
- Using a green energy supplier
TOP ECO-FRIENDLY CHANGES BRITS ARE TRYING TO ADOPT:
- Using less energy in the home, such as washing on cool cycles and turning lights off
- Planning meals to cut food waste
- Eating out less
- Buying fewer takeaways
- Buying loose fruit and veg
- Using a water bottle to refill from home
- Being more economical with household products
- Holidaying in the UK
- Switching from single-use items to reusable
- Showering less
- Buying second-hand
- Taking fewer holidays
- Using a water butt in the garden
- Charity shopping
- Using a reusable coffee cup
