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Consumers Choose Responsible Brands |
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Friday, 13 June 2008 |
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Only 11 percent of people believe that their government is effectively working on tackling climate change, according to a recent global study by Havis Media. Based on interviews with 11,000 respondents in Brazil, China, France, Germany, India, Mexico, Spain, UK and US, two-thirds of consumers are looking to their brands, not their governments, to find eco-friendly solutions.
Of the 11,000 interviewed, 79 percent said they would rather buy products from companies actively reducing their environmental impact, and 80 percent said they would buy more if a broader range of products were offered. Only 35 percent said they would pay a premium for green products.
80 percent of consumers reported to be engaged in the issues, however only 24 percent were personally active. The richest countries, such as U.S., U.K. and Germany, demonstrated lower levels of concern and were less willing to spend extra on eco-conscious brands.
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