UK consumers will choose products with a lower carbon footprint, and are willing to pay higher prices for them, according to a report published by strategic management consultants LEK Consulting. More than half of the consumers surveyed wanted more information on the carbon footprints of products and services available to them and would change their buying behaviour accordingly, finds the LEK Carbon Footprint Report 2007, which is based on a survey of more than 2,000 UK consumers. The survey found that 44% of consumers would switch to a product or service with a lower carbon footprint, 43% of consumers would be willing to pay more for a lower carbon product or service and 20% would travel to a less convenient retailer to obtain such products. The food and drink industry is seen by consumers as the sector making the greatest efforts to "go green", achieving a score of 2.69 out of 5 in a poll asking consumers to rate industries for their efforts.