According to the Green Britain Index, 90% said they cared about being green, with 72% saying the green credentials of food products are now influencing customer purchases.
However, 92% of those asked admitted to throwing away food – 9% admitted to throwing out food waste on a daily basis, while 41% said it rarely happens.
Asda and the University of Leeds collected the data, and will use the information to provide further help for customers to cut down on food waste.