The recession will have a significant long-term impact on shoppers’ ethical principles, according to a new survey.

In a poll of more than 1,000 people, almost three-quarters said they planned to cut back on buying organic food even after the recession had ended. Almost two-thirds also said they would pay less for ethically sourced foods such as Fairtrade.

“The recession has shaken off the moral veneer of consumers and a more prudent shopper is emerging,” said Geoff Beattie of Cohn & Wolfe Global Practices, which commissioned the research. “Consumers are now turning away from ethical products.”

In contrast, 57% were still prepared to pay more for locally sourced food.

“The challenge for retailers and manufacturers is to develop more affordable ethical and green goods to build consumer trust, but without hurting profit margins,” Beattie added.