More and more Aussies are avoiding toxic products when they shop for cleaning products.

New research by the Australian Centre for Retail Studies at the Monash University shows that half of all shoppers categorize themselves as "tox avoiders.” These are people who actively avoid cleaning products containing nasty chemicals. Instead, they choose “eco-friendly products” or “old-fashioned cleaning aids” like soda or vinegar.

In the national poll, only one in 10 described themselves as "pro tox” or those who actively seek out strong chemical cleaners. To them, these chemicals make their homes or families safer.

Carla Ferraro, the lead researcher, said that the results confirm that despite heavy marketing by some manufacturers, Australian shoppers are skeptical about the benefits of harsh chemical cleaners. Ferrar says as a general rule, Aussies are “very open” to alternatives which are more environmentally-friendly. But of course, there are those who do not consciously pick out these products.

"The study worryingly also showed that many people shopped on "auto pilot and did not make well-informed choices,” sad Ferraro.

"Four in ten people surveyed were "sleep shoppers - people who buy the same products, week in, week out, without questioning the chemical nasties that might be lurking in them.”

Ninety-five per cent (95%) of consumers relied on product labels for information. More than eight in 10 believed that manufacturers should be required to list all of the ingredients on the product label.

"This research highlights both the opportunity and the challenge for industry and government. It's good that eco products are now on the consumer radar but now we need to take the next step and help the broader consumer market become better informed about environmental choices and benefits,” Ferraro said.

"Consumers are crying out for better labelling. There is a lot of greenwashing [the perception that a company's policies or products are environmentally friendly] that goes on, with loose regulation about marketing claims. Listing all ingredients would be an excellent place to start.”

Source: Monash University