Half of UK consumers in the UK have ditched environmentally friendly products as the cost of living crisis ramps up.
Prices of food is high on the agenda, and takes precedent over health and quality, for one in two shoppers.
The new research from Meatless Farm, shows that currently nine in ten shoppers are more interesting in saving money than the impact on the environment.
But to ever increasing energy and rising bills, people are turning to high-emission food with 19% opting for cheap cuts of meat and budget food.
A third a third of shoppers said they planned to switching to cheaper processed meat.
Two in five also say organic and fair trade foods are now bottom of their shopping lists despite previously being ‘must have’ items.
Morten Toft Bech, Meatless Farm founder said: “The cost-of-living crisis is derailing sustainability efforts at a time when there is also an urgent climate crisis.”
Bech said that the government needed push a food system that would encourage consumption of carbon emissions without costing the earth.
“Investing in and supporting alternative proteins is one way to do this, which can benefit our health, environment and the economy,” he added.