Rise in consumers prepared to go green

New research has revealed that British shoppers are three times more likely to choose environmentally friendly products than they were in 2011, despite the squeeze on their incomes.

A quarter of those surveyed by the market research company Nielsen said they would choose the green option even if it cost them more money. The UK trend reflects a global surge in interest in environmentally friendly products with the proportion of consumers prepared to pay more to protect the natural world more than doubling to 46 per cent last autumn from 22 per cent in spring 2011.

That change partly reflects rising concerns about the provenance of food and other products in the wake of series of scandals and easier access to information about the working practices of factories and farms around the world.

Nielsen’s Mark Watkins offered an explanation to this change in consumer behaviour by saying: “improved marketing contributes to better awareness and education about such products and helps compensate for any perceived quality trade-off between eco-friendly and standard versions.” 

However, the British are still behind others when it comes to active changes in their lifestyle to save energy and reduce their carbon footprint, according to Nielsen’s survey of 29,000 people in 58 countries via the internet. Just 43 per cent of UK participants said they were changing their behaviour compared with six in 10 globally and 55 per cent in France and 52 per cent in Germany, the nearest major economies.

Source: Greenwise