Most customers would be prepared for retailers to charge for plastic bags in a bid to cut down on waste and protect the environment, according to Waste Watch UK.

Senior consultant for the environmental organisation Mike Webster says that businesses need to follow the lead set by Marks and Spencer and be confident that their customers will not 'walk away' simply because they now charge five pence for every carrier bag they provide.

Mr Webster adds that the scheme can work for businesses here as it has worked elsewhere in Europe.

In some stores, rather than receiving a free plastic carrier, customers can buy a stronger bag-for-life.

'We do think people are ready. If the Daily Mail is supporting it, middle England must be on board,' he adds.

Research by the British Market Research Bureau has found that some 61 per cent of adults would be willing to pay up to ten pence for a re-usable carrier bag.