Caring shoppers refuse to buy eggs from caged hens, but never check their beauty products for durability and cruelty-free because the packaging is “too hard” to understand.

A survey of 2,000 adults found that 57% see themselves as a sustainable and ethical shopper, with 62% saying this has become even more important to them in the past five years.

As a result, 63 percent would still buy eggs from free-range hens, although they are more expensive than eggs from battery hens.

But only 28% buy more expensive beauty products to make sure they’re cruelty-free, and 61% struggle to say whether hair and skin care products are ethical from the packaging.

And 55% typically don’t check the green makeup and hair care credentials because they feel they have “no choice” but to buy items that aren’t sustainable and animal-friendly.

However, a study by vegan, eco-friendly, ethical and cruelty-free hair care brand weDo / Professional found that 54% of them saw sustainability as a more important factor when purchasing items from hairdressing, beauty and skin care in recent years.

More than half (56 percent) believe it’s more important than ever to look for an item with recyclable packaging, while 44 percent are now more concerned about animal-friendly products.

A quarter of buyers are also more likely to seek accreditation or a brand to prove their green status.

Elinor Brown, spokesperson for weDo / said: “For many, being green, sustainable and trying to take care of the planet is a big concern – especially when it comes to beauty – but they think it’s not always so. simple as they would like.

“We can see that consumers have good intentions to buy sustainably, but it is easier to do in some areas than in others.

“It’s easy to see whether the eggs you buy are from cage-raised or free-range hens, but it seems many buyers don’t feel the same about beauty and hair care products – and you don’t. don’t always have time to stand. the store trying to decipher the details on the packaging.

“At weDo /, we want to show our consumers that it’s easy to make more sustainable choices with clearer labeling and product promises that reference sourcing, ingredients and recycling programs.”

The study also found that young adults are leading the way in ethical shopping.

More than two-thirds (67%) of 25-34 year olds see themselves as sustainable buyers, compared to just 48% of retirees.

And 40% of young adults would refuse to buy shampoo or conditioner that is not ethically and sustainably produced, while only a quarter of 55-64 year olds say the same.

It also emerged that one in five 25-34 year olds consider sustainability credentials an important factor when choosing a hair care product, compared to just 14% of those over 65.

As a result, 52% of young adults check the packaging of beauty products to make sure they are ethically and sustainably made before making a purchase – more than the 38% of those over 65 who do the same. .

However, the lack of clear information on the packaging is a barrier for many, with 49% of all adults wanting brands to make it easier to spot how a product was made.

More than half would even be willing to pay an average of 19% more for an item that has been clearly shown to be cruelty-free, while 31% would part with more money if it was obvious that it had used ethical packaging.

The desire for more ethical and sustainable items has also seen one in four adults turn their back on hair products in plastic bottles and instead use a bar of shampoo, according to figures from OnePoll.com.

The main driver for doing this is reducing the use of plastic in shampoo bottles (52%), while 44% say it’s a small change they can make to help the environment.

Elinor Brown of weDo / added, “Making a small change, like switching from shampoo bottles to shampoo bars, can seem a little intimidating at first.

“But it’s a small change that can really help your beauty regimen become more ethical and sustainable.”