New research by shower company Deva has found that a product's environmental impact is becoming more important when a consumer is considering a purchase.

According to Deva, more than 4,000 consumers took part in the research and they were asked whether looks, price, or environmental credentials where most important. Most (45%), said the environment came top, closely followed by looks (36%) and then price (17%). Only 2% surveyed were unsure.

Deva sales and marketing manager Claire Stokes, said: "The findings of our research represent a real shift in consumer psyche. Just a couple of years ago, consumers were wary of eco showers, believing the performance to be interior to that of a conventional shower and environmental credentials were somewhat down the wish list."

Water Saving Week, the annual event focused on promoting water efficiency, will be held from June 12 - 18. Now in its second year, it is a DEFRA-backed nationwide campaign which is supported by regulators, trade associations including the BMA, industry and government-funded business support organisations.  

The Water Saving Week website, www.watersavingweek.org.uk, contains information on how to save water for both individuals and businesses, as well as the opportunity to pledge support.