2Sustain

New research from the Carbon Trust Standard offers insight into how a company’s green credentials can affect consumers’ purchasing behaviors.

In late February, the Carbon Trust Standard conducted an online survey of nearly 2,000 adults in the UK. Here are a few of the intriguing results:

• 66% of those polled reported that it’s important to buy from environmentally responsible companies. In fact, 14% said they have decided not to buy from a company based on its environmental reputation; almost 25% have decided not to buy from a company based on its ethical reputation.

• 62% of respondents said environmental concerns influence their purchasing decisions ‘the same as a year ago;’ slightly more than 25% said environmental concerns influence them ‘even more’ than in 2008.

• Unfortunately, though, 70% of respondents said they do not feel confident that they can clearly identify which companies are environmentally responsible. 59% are skeptical about the environmental claims companies make, and 44%  said they would like more information on what companies are actually doing to be environmentally responsible.

• The consumers in the survey said they use a variety of indicators to assess a company’s green credentials. 38% said they rely on what they read in the media. 34% said they count on third party endorsement or accreditation. A mere 6% said the judge a company’s environmental responsibility based on advertising.

• 81% of respondents reported that it is important for public sector organizations to cut carbon emissions and tackle climate change; 62% said that’s important for all businesses.

According to Harry Morrison, head of the Carbon Trust Standard, this data shows that consumers want to buy green, but expect clear information about a company’s green credentials.

“This research shows that consumer values do not change, even in a middle of a recession,” he says. “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.”