Would You Pay More for Environmentally Friendly Brands?

We continue our focus on matters of environmental concern in today’s AVA, but with a different slant. Last time we reported on the countries that were satisfied with the quality of air they breathe. This time around let’s talk about what you can do about the environment.

Most of us are pretty concerned about what is happening to our global backyard. Even with technology improvements, our environment is slowly degrading and could accelerate concurrent with global warming. What can we do to help? Well, we could help out by not buying products that degrade the environment. But do we?

Ipsos OTX, the global research firm, recently conducted a study to find out if we’re willing to pay more for environmentally friendly products. They interviewed over 18,000 people over age 16 in 25 countries to find out.

Do we support the green movement? Yes and no. We mostly love the idea that brands are thinking green, but when it comes to paying extra for green products, not so much.

Those surveyed are more likely to agree they value a brand’s environmental efforts than they are to agree they would pay more for environmentally friendly products in every country surveyed, except one: China. Over 50 percent of those surveyed in China agree they care about a brand’s environmental efforts and nearly six-in-ten agree they would pay more for environmentally friendly brands.

It probably has a lot to do with a World Health Organization (WHO) study that said China has 16 of the top 20 most polluted cities in the world. That tends to get your attention.

What about the rest of us? We agree with China (52 percent) that we like what brands are trying to do for the environment, but only 38 percent in the other 24 countries surveyed said they would be willing to pay extra. Human nature, I guess…we only care, as in China, when it can no longer be ignored.

Argentina (70 percent) cares most about the environmental efforts of brands, followed in descending order by Mexico, Indonesia, South Africa, Germany, India and Turkey (all above 60 percent).

But when it comes to actually paying for it, crowded Indonesia tops the list with 59 percent agreeing they would pay more followed closely by two other countries splitting at the seams, population-wise: India and China. Turkey, Argentina, Mexico and Brazil are also above 50 percent on this question.

Would you pay more for brands that are environmentally friendly? Let us know with your comment.