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India has more socially conscious consumers than China, US: Study

A recent study reveals that Chinese consumers are among the most environmentally conscious in the world and Chinese government is not alone in its efforts to bring down pollution level in the country and protect country’s water resources. On the other hand, India, the topper in the survey, 94 per cent consumers want companies to be environmentally responsible and only buy products that align with their beliefs, and 85 per cent feel guilty when they indulge in environmentally unfriendly behavior, the study reveals.

The study conducted by market research group GfK surveyed more than 28,000 people in 23 countries and found that 80 per cent of respondents in China believe brands have a responsibility toward the environment. By comparison, only 66 per cent of U.S. shoppers agree.

As compared to only 53 per cent of Americans admitting green guilt and 54 per cent allowing their ideals to dictate their purchasing habits, 70 per cent of Chinese consumers say they feel guilty when they do something that’s not environmentally sound and 72 per cent only buy products and services that appeal to their beliefs. GfK pointed out if companies promote the health and safety benefits of going green Chinese consumers may be willing to pay a premium for environment-friend products.

According to Ashok Sethi, MD,GfK Consumer Experiences in China, consumers seldom pay to assuage their conscience, but invariably do when they see a clear and meaningful benefit. Chinese consumers will pay if they feel that the premium that they pay today will create better and safer world for their children tomorrow.