Close to half of shoppers believe supermarkets assist them in making environmentally friendly decisions, according to research.

A survey of 1,200 UK households by the Energy Saving Trust found that 43% thought supermarkets offered helpful information about green issues.

A third thought stores were unhelpful on such matters, however. This could be a result of confusion caused by the plethora of messages from retailers, said Adrian Arnold, the Trust's head of partner marketing.

n The Grocer is a holding a conference on green issues on 26 September. Visit www.thegrocer.co.uk/greenissues for more details.