The ImagePower Green Brands survey found 65 per cent of respondents were more concerned about the economy than the environment. Despite this, 80 per cent planned to spend as much or more on green products and services this year than last.
But the survey showed that consumers no longer considered more abstract concepts such as climate change to be the most pressing green problem. Instead their top threats were more tangible - excess waste and carbon emissions. The supermarket sector, which has focused on these actions, appears to be getting more recognition from consumers.
Marks & Spencer, Waitrose, Tesco, Sainsbury's and Asda were all well regarded, although The Body Shop was voted the greenest brand overall.
Roughly 1,500 UK adults were polled by WPP in April.