Forget organic or free range, shoppers could soon be faced with another packaging option: low carbon.

A new consumer survey out found that almost 1 in 2 shoppers (45%) would shun brands that don’t try to measure and reduce the carbon footprints of their products, double the number that would last year.

Over half the people polled said they would be more likely to choose low carbon labelled goods over non-labelled.

Peter Walshe, Global Director of BrandZ, the firm which assesses the world’s 100 most valuable brands, said: “This new research builds on our own global analysis and shows that the public are in a very uncomfortable place regarding climate change, they understand the significance of the issue; they recognise that businesses’ are a major emitter of emissions, and they want them to do something about it.”

Researchers at Vanson Bourne spoke to 1,000 people across the UK in February and March this year via telephone research on behalf of low carbon body The Carbon Trust.