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Consumers Around the World Still Eager to ‘Go Green’

Lots of research this week. Our latest study comes from a group of WPP firms, which just released findings from its annual ImagePower Global Green Brands Study. WPP firms Cohn & WolfeLandor Associates, and Penn Schoen Berland along with independent consulting Esty Environmental Consulting polled 9,000 adults in the U.S., U.K., China, Brazil, India, Germany, France, and Australia between April 2 and May 3, 2011 .

The study found that 60 percent of consumers around the world want to spend their money with eco-friendly companies. But when you break it down by country, the findings get more interesting.

In the U.S. and U.K., 20 percent of respondents said they would spend 10 percent more for “green” goods. However, 96 percent of those in China said they would spend more for an eco-friendly product, with 55 percent saying they would spend 11 to 30 percent more. Twenty-nine percent in India and 48 percent in Brazil answered in kind.

“Brands that address these consumers’ very real concern – over air pollution in India or deforestation in Brazil – have the ability to position themselves as premium in the market, a possible competitive advantage,” said Paul Andrepont, SVP of Penn Schoen Berland in a statement.

The study also found that packaging is a major concern for U.S. consumers, with 71 percent saying there’s too much of it. However, only 50 percent said they take packaging into consideration when making their purchase.

Atop the list of brands perceived to be the most “green” in the U.S. are Seventh Generation, Whole Foods, Tom’s of Maine, and Burt’s Bee. This is the first time since the study began publishing in 2006 that the top companies are all brands that were launched with an eco-friendly platform.

In the U.K., the top green brands are The Body Shop, Innocent, a natural juice brand, and The Co-Operative. Among the other brands with top eco-perception are Amul (India), Haier (China), Natura Cosméticos (Brazil), Subway (Australia), Yves Rocher (France), and Alnatura (Germany).
A Slideshare with more info below.

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