Most British people prioritise cost and convenience over sustainability when shopping.
A study of 2,000 adults found only a third will think about the impact on the environment when making a purchase.
A quarter of people surveyed admitted to not having changed their buying habits over the last five years in a bid to be more environmentally friendly.
However, two thirds said they would care more about sustainability if they had a better understanding of the impact technology can have.
The study, commissioned by IBM, found energy saving appliances are considered the best innovations when it comes to tackling climate change, followed by solar panels and wind turbines.
A third of Brits believe artificial intelligence (AI) is helping to create a greener future, tracking buying habits so retailers can plan stock quantities and reduce surplus.
Andy Stanford-Clark, chief technology officer, IBM UK and Ireland, said: "We are experiencing a time of rapid change with many of us looking for new ways to reduce our environmental footprint.
"But not all consumers are taking action. There is optimism that the latest technologies can – and should – play a critical role in our quest for a more sustainable world.
"Artificial Intelligence, blockchain and the Internet of Things are just a few of the tools already at our disposal."
The study also found the nation's biggest concerns when it comes to the environment is plastics ending up in the ocean.
Eight in 10 people polled said they are worried about eating microplastics in their food.
More than three quarters are attempting to limit the amount of single-use plastic they buy.
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