Thursday, October 16, 2008

43% Indians willing to pay a premium for eco-friendly goods: Havas Media study

A global survey has revealed that 43 per cent of the Indian respondents were willing to pay a premium for environment-friendly goods to save the environment.

The global survey was conducted by Havas Media in India, Brazil, China, France, Germany, Mexico, Spain, the UK and the US. The sample size was 11,000.

The objective of the research was to understand the impact of climate change on business. The report highlights a gulf between the attitudes of the richest countries and those in the developing world, reports exchange4media.

Brazil, China and India are among those who claim to be most alarmed by climate change, while respondents in the US, the UK and Germany demonstrate far lower levels of concern.

Anita Nayyar, CEO, Havas Media India, said, “The survey suggests green marketing strategies and good environmental practices are no longer a ‘nice to have’ for brands, but increasingly a ‘must have’ in terms of not only maintaining brand image, but also in maintaining market share.”

The survey revealed that 86 per cent of Indians would rather buy from companies that are trying to reduce their contribution to global warming.

Indians believe the oil and fuel sector is the most damaging of all economic sectors in terms of the environment, while banking is perceived to be the least damaging.

About 57 per cent of Indian respondents also agree that their government is making a significant effort to combat climate change. In this regard, India occupies the second position, behind only China.

As for the number of eco-absorbed (those who are very focused on the issue of climate change), India stands third (50 per cent), behind Brazil (58 per cent) and Mexico (56 per cent). The three countries are far ahead of countries such as Germany (15 per cent) and the UK (17 per cent).

Only 12 per cent of Indians are eco-apathetic, compared to 34 per cent in the UK and the US and 32 per cent in Germany. The eco-apathetic typically marginalise the issue of climate change, recognising the concept but sharing none of the responsibility.


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