Consumers believe supermarkets are at the vanguard of efforts to create a more sustainable economy, according to a new poll.

A survey of companies regarded as most ‘sustainable’ placed The Co-operative Group in first, with Marks & Spencer one spot behind and Sainsbury’s in fifth.

Asda was placed seventh, with Tesco and Morrisons ninth and tenth respectively. The rest of the top 10 was dominated by online giants eBay (3), Google (4) and Skype (6).

But consultancy Incite, which carried out the research, found that most shoppers would not pay a premium for products they regarded as more sustainable. Value for money and customer service were cited as the most important factors in choosing where to make a purchase.

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