Ethical consumers are not as conscientious as they may believe to be, according to the results of an RSPCA commissioned poll. Of the 2,000 food shoppers questioned, more than half said they considered animal welfare when buying prime meat cuts such as steak or pork chops but only one in 10 cared about where their meat came from when purchasing sandwiches.
If you consider yourself an ethical consumer, you're contributing to a booming market, but how far do your ethics extend?
Will you make an effort to pay that little bit extra for an expensive and ethically produced handbag but turn a blind eye when buying cheaply produced underwear? Will you consciously purchase a fair trade coffee but drink a questionable brand when it's offered to you? On what occasions are you willing to let your conscience slide?