Over half of British consumers want more information about the carbon footprint of products they buy, while 40% believe that manufacturers and retailers have the responsibility of providing this data, according to a new report.
The news will give fresh impetus for businesses committing to going green and those in the food & drink, financial and energy sectors appear to be leading the way.
YouGov surveyed more than 2,000 people on behalf of strategic management consultants L.E.K. Consulting, and found that nearly half of those (44%) would switch to products with a lower carbon footprint and one in five would travel to a less convenient vendor in order to get these products.
Additionally, 43% would be willing to pay more for products with a smaller carbon footprint, with 27% willing to pay more than £20 extra per year.
Consumers are also largely unconvinced about the eco-friendly claims of retailers and manufacturers: almost 60% said the claims are “not very” or “not at all” credible.
Jeremy Wheatland, a partner at L.E.K. Consulting calls the findings a “wake up call” to manufacturers.
“Carbon management is a complex issue affecting many aspects of a business, so it presents a significant challenge,” he said.
He also hinted that prompt response from businesses could be a financially astute move: “Those that address this issue sooner rather than later, and can communicate credible evidence regarding their green initiatives, will be able to take advantage of this change in customer perception.”
A full version of the L.E.K. Carbon Footprint Report 2007 can be downloaded from www.lek.com.
© Crimson Business Ltd. 2007
