03 February 2006 | Rebecca Ellinor

Almost 90 per cent of consumers think retailers should ensure their products are manufactured in a fair and humane way, according to a survey.

The YouGov research, conducted in January on behalf of Marks & Spencer, also found more than half (52 per cent) of the 2,300 people interviewed are now more concerned about issues relating to ethical sourcing than they were five years ago.

Of those quizzed, 31 per cent said they had decided not to buy an item of clothing because they were concerned about where it had come from or under what conditions it had been made; and 78 per cent said they would like to know more about the way clothes are made - including the conditions in the factories where they come from and the use of chemicals in their manufacture.

On food, respondents said they were particularly worried about fish stocks.

The findings were revealed as Marks & Spencer launched its 'Look behind the label' campaign, which aims to inform customers about the way its products are sourced and made. It will run in over 420 stores and tell consumers about issues such as the environmentally friendly dyes used in clothes and its sustainable fishing policy.

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