53% Of Consumers Prefer To Buy From Company With Green Rep

Environmental_leader_jpegsOriginally posted Oct. 2, 2007
at environmentalLEADER.com

More than half of global consumers (53 percent/representing 1.1 billion
people) prefer to purchase products and services from a company with a
strong environmental reputation, according to a new global survey released by video-conferencing company Tandberg.

Not only is a company’s environmental reputation a clear preference
for its customers, but also for its employees, according to the survey.
In fact, eight in ten workers surveyed globally said they would prefer
to work for an environmentally ethical organization.

“The findings clearly suggest a relationship between a company’s
environmental reputation and its brand value,” said Tandberg CEO,
Fredrik Halvorsen. “In addition to the ethical reasons for ‘going
green’, there is a tremendous incentive for companies across the globe
to focus efforts on environmental responsibility to attract customers,
recruit and retain strong talent, and positively affect their external
brand perception.”

While a majority of consumers globally prefer purchasing from
companies with a strong environmental reputation, the figure was
particularly high in China, with 67 percent of consumers concurring.
Australia came in second with 52 percent, and Sweden came in third with
46 percent.

However, these numbers dropped considerably in other areas of
Europe, with Germany, Great Britain and France at 28 percent, 27
percent and 23 percent, respectively. The United States and Canada
remained in the middle of the pack with 42 percent and 34 percent,

According to the survey, 12 percent (representing almost a quarter
of a billion people in the 15 markets) are calling on corporations to
take the lead when it comes to limiting the effects of climate change.
This figure was highest in Germany, Italy and the United States (all 20

When asked what would be most likely to encourage their employers to
become more environmentally responsible than they are today, government
policies, subsidies and incentives came in first at 31 percent –
narrowly beating the availability of environmentally friendly
technologies at 27 percent. The ability to leverage a positive “green”
reputation for competitive advantage ranked third at 10 percent.

Globally, workers believe that the most effective environmental
initiatives for their own workplace are recycling programs (65 percent)
– beating out water/waste/emissions reduction (60 percent) and the use
of eco-friendly business materials (60 percent).

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