The biggest market for green products could be the emerging Chinese economy, suggested the Carbon Trust earlier this week. The Carbon Trust made the announcement following a survey of 2,800 young people across six countries.
The survey, which was carried out by TNS, revealed that 88 percent of 18 to 25 year olds in China would be more loyal to a particular brand if it was reducing its carbon footprint. The results contrasted quite distinctly with the U.S., where only 57 percent of respondents made the same claim. The U.K. results were similarly low, with only 55 percent supporting the claim.
Globally, 78 percent of young people wanted firms to cut their carbon footprints. The highest in this category again came from China, with 88 percent of respondents making this claim. Second and third place went to South Africa and Brazil, with 86 and 84 percent respectively.
Tom Delay, chief executive of the Carbon Trust further noted that: “Sixty percent of young adults questioned in China would stop buying a product if its manufacturer refused to commit to measuring and reducing its carbon footprint, compared to just 35 percent of those in the U.S.”
Although the sample size for the survey was relatively small, it showed a distinct difference between consumerism between China and the West. Companies targeting the Chinese market would be wise to reduce their carbon footprints and “green” their business models to capture the attention of China’s young people.
Meanwhile, the Chinese government, conscious of the implications of 1.3 billion additional consumers in the world, has already embarked on green projects of its own. It is aiming to introduce 1 million electric vehicles to the road every year until 2020 and expand solar power generation to 15 GW.
What are your thoughts on the Carbon Trust’s survey results? Why do you think there is such a distinct difference between US and UK respondents and China?