More than half of those in 24 countries (52%) agree (give a rating of four or five on a five-point agreement scale) they ‘care what efforts brands are making to help the environment’ – 31% are neutral while 17% disagree. Only four in ten (38%) agree, agree they are ‘willing to pay more for “green” or environmentally friendly products’ – 34% are neutral while 28% disagree.
The findings reflect a new poll of 18,503 online respondents conducted by Ipsos OTX – the global innovation center for Ipsos, the world’s third largest market and opinion research firm.
Respondents are more likely to agree they value brands’ environmental efforts than they are to agree they would pay more for environmental products in every country surveyed, with one exception: half (52%) of those in China agree they care about brand efforts while six in ten (58%) agree they would pay more.
Those most likely to agree they care about the efforts of brands to help the environment are from: Argentina (70%), Mexico (68%), Indonesia (66%), South Africa (62%), Germany (60%), India (60%), Turkey (60%) and Brazil (59%). Those in the middle of the group of countries on agreement are from: Italy (54%), Canada (52%), China (52%), South Korea (52%), Australia (51%), Norway (51%), Spain (51%) and the United States (51%). Those least likely to agree are from: Sweden (50%), Saudi Arabia (49%), France (46%), Great Britain (46%), Hungary (46%), Belgium (45%), Russia (44%), Poland (38%) and Japan (17%).
Those most likely to agree they would be willing to pay more for environmentally friendly products are from: Indonesia (59%), India (59%), China (58%), Turkey (54%), Argentina (52%), Mexico (50%), Brazil (50%) and Saudi Arabia (43%). They are followed by those from: Norway (42%), South Korea (41%), Sweden (41%), South Africa (40%), Germany (35%), Canada (32%), the United States (32%) and Russia (32%). The bottom third is comprised of: Hungary (30%), Italy (29%), Australia (29%), Spain (28%), France (27%), Great Britain (26%), Belgium (25%), Poland (22%) and Japan (13%).
For more information please visit: www.ipsos-na.com | @IpsosMORI
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