The strong desire of consumers to purchase from pro-sustainability companies is clearly demonstrated in an Ipsos MORI survey of corporate image and corporate responsibility. While 92% of respondents say they are individually taking positive action to limit their own carbon footprint, 75% are unable to name one or more companies who are taking action to manage their environmental impact. The authors describe this as startling and a wake-up call to companies.
This survey also shows that 86% of consumers identify purchasing sustainably as a means of combating climate change. This was in the context of companies having a significant role to play in carbon emission production. These results are supported by a McKinsey & Company global survey that shows 87% of consumers being concerned about the environmental and social impacts of the products they buy.
The importance consumers attach to environmental responsibility influences their buying patterns. A survey conducted by Vanson Bourne for Carbon Trust found that 47% of people were more likely to choose carbon labeled goods over goods of identical quality without a label. Furthermore, despite the challenging economic climate one in five people would choose carbon labeled products over non-labeled products even if they cost more.
