Over half of Brits (59 percent) look for 'green credentials' when choosing online retailers, says 1&1 Internet.
Research by the web hosting company revealed that increasingly Brits expect retailers to use eco-friendly processes and services during manufacture and distribution, with 25 percent claiming they will only buy from an online retailer if its website is powered by renewable energy.
Furthermore, 20 percent claimed they were more likely to buy from a retailer that displays its carbon footprint on its website and 37 percent of web users said online retailers should be reducing their environmental impact to the same degree as high-street stores.
1&1 also said 10 percent of Brits suffered from 'eco-guilt', which leads them to weigh-up the environmental cost of each online purchase they make.
Oliver Mauss, CEO of 1&1 Internet, said: "As more of us think about our personal impact on the environment, there has been a surge in demand for greener practices in retail. A significant proportion of British consumers now expect all types of retailer to power their operations with renewable energy, and for online stores that should start with their website."
"By implementing more eco-friendly technologies such as green-hosting, smart retailers of any size can demonstrate their effort to lower environmental impact and can bolster customer loyalty and spend in doing so."