Asda Green Britain Index
The Green Britain Index brings together the information Asda gets from its Everyday Experts. With over 20,000 people, Asda claims it is the biggest consumer panel of its kind in Britain, and so tells the supermarket a huge amount about how British shoppers feel on green issues.
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.