Consumers still want to buy green despite the current economic climate, according to research from the Carbon Trust Standard.
Some 62% of consumers said environmental concerns influence their purchasing decisions ‘the same as a year ago’ and just over a quarter said they influence them ‘even more’ than in 2008.
The research shows that a business’s green credentials have a significant impact on consumer buying choices. Two thirds (66%) of consumers say it’s important to buy from environmentally responsible companies, with one in seven (14%) saying they have voted with their feet by deciding not to buy from a company based on their environmental reputation and almost a quarter based on a company’s ethical reputation.
YouGov surveyed nearly 2,000 UK adults in late February 2009 on behalf of the Carbon Trust Standard, which requires an organisation to measure, manage and reduce its carbon footprint and make reductions year-on-year.
As consumers increasingly scrutinise business actions on climate change, they want to see clearer, more credible information on what companies are doing to reduce their environmental impact.
The research shows that 70% of consumers do not feel confident that they can clearly identify which companies are environmentally responsible. Six in ten consumers (59%) are sceptical about the environmental claims companies make, and 44% of consumers would like more information on what companies are actually doing to be environmentally responsible.
Harry Morrison, head of the Carbon Trust Standard, said: “This research shows that consumer values do not change, even in a middle of a recession. They want companies to act and cut their carbon footprints, and provide transparent and accessible evidence of action. We believe companies that take real action will seize the dual benefits of immediate cost savings and a stronger reputation, which is good for business.”
