Research reveals green consumer influence

Research from Gyro International has revealed that brands' green credentials have a greater influence on consumer purchasing than marketing directors recognise.

Surveying more than 2,000 consumers and 150 marketing directors, the research revealed that 61 per cent of marketing directors believe that less than 30 per cent consider green issues when making purchasing agreements.

However, the actual figure is 53 per cent.

The research also found that UK consumers do not always believe companies' environmental claims, with 14 per cent saying they are trusting compared with 49 per cent saying they are untrusting.

There was similar disparity between marketers' assumptions about consumer trust, with 78 per cent of marketing directors believing that more than 20 per cent of consumers would be trusting of green marketing messages.

The research was designed to gauge people's true feelings towards the environment and to gain an understanding of any disparity between the importance businesses place on communicating green credentials and how much consumers actually care.

The findings formed the basis for a roundtable debate attended by Greg Barker, shadow minister for climate change and environment; Simeen Kadi, group head of marketing at the Carbon Trust; and senior marketers from global brands, including Coca-Cola, Google, Shell and P and G.

The research also revealed that although UK consumers consider the environment to be important, they lag significantly behind their European counterparts (UK: 63 per cent, Europe: 74 per cent).

They are also much less prepared to pay a premium for environmentally friendly products and services (UK: 28 per cent, Europe: 53 per cent).

Furthermore, the younger generation is willing to pay more for a greener future with the under-45s found to be more concerned about green issues (69 per cent) than the over-45s (62 per cent).

The younger generation is also more likely to accept paying a premium for environmentally friendly products (41 per cent) than the over-45s (31 per cent).

Gyro commissioned CCB fast.MAP to provide the consumer and business panels for the study.

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