Consumers still want to buy green despite the current economic climate, with 62 per cent saying environmental concerns influence their purchasing decisions “the same as a year ago” and just over a quarter saying they influence them “even more” than in 2008, according to new research from the Carbon Trust Standard.

Those findings are based on a survey of nearly 2,000 UK adults conducted by YouGov on behalf of the Carbon Trust Standard.

The survey found that a business’ green credentials have a significant impact on consumer buying choices. Sixty-six per cent of those questioned said it’s important to buy from environmentally responsible companies, and one in seven — 14 per cent — said they have voted with their feet by deciding not to buy from a company based on its environmental reputation.

The research also shows that 70 per cent of consumers do not feel confident that they can clearly identify which companies are environmentally responsible. Fifty-nine per cent of those surveyed said they are sceptical about the environmental claims companies make, and 44 per cent said they would like more information about what companies are actually doing to be environmentally responsible.

“This research shows that consumer values do not change, even in a middle of a recession,” said Harry Morrison, head of the Carbon Trust Standard. “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.”

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