NEWSLETTER SUBSCRIBE
Pleae enter your email address to subscribe to our newsletter
:
 
    Latest newsletter

   BENCHMARK CALCULATOR
Would you like to see how your property is performing compared to Irish and international benchmarks? Do you know what are the potential savings that could be achieved?

Find out here

   GENERAL EVENTS
2015 GHP Responsible Travel & Tourism Conference
Thursday, 15th October 2015 - The Marker Hotel, Dublin
read more ...
Resource Efficiency and Eco-certification Training Courses
Locations/dates TBC
read more ...
Upskilling - 1 day course - Certified Members
We will run a course where demand is indicated
read more ...
    Read all  |  Archive
Consumers are Ready to Spend More Green on

This article first appears in www.sustainablelifemedia.com on July 21, 2009

July 21, 2009 - The 2009 Green Brands Global Survey reveals that worldwide, consumers are ready to spend more of their income to ensure the products and companies they support are operating sustainably.

The study was conducted in seven countries: the United States, the United Kingdom, China, Brazil, India, Germany and France and indicates that while there is global accord on many issues, there are also major differences. Generally speaking, The Europeans and Americans tended to align, while Brazil, China and India differed and had a stronger inclination to favor sustainable companies.

In all seven countries surveyed, consumers believe that green products and services are more expensive than non-green products. The study also revealed that in every country consumers were willing to spend more money to obtain green products. India, China and Brazil topped the list, where 78%, 73%, and 73% of consumers respectively plan on spending more this year than last on green products.

When asked how important it was that companies be green, at least 77% of consumers in all countries thought it was important, with India leading the way at 98%. Respondents overwhelmingly indicated that the number one thing companies could do to increase their green credentials was to eliminate toxic and dangerous substances from all areas of business.

The report also explores differences in communication preferences between the countries. In France, India and Germany, past experiences with the product are the most important factor in future purchase. In the U.S. and China, a friend's opinion will send consumers to the checkout and in the U.K and Brazil editorial features hold sway. In all countries, consumers regard intellectuals such as professors and authors as the most credible spokespeople.

"As consumer demand for information and knowledge on green increases, brands also need to become more and more sophisticated about how they communicate their company and products," said Annie Longsworth, sustainability practice leader for Cohn & Wolfe. "Transparency is critical, as are credible spokespeople and authenticity, which can be demonstrated through product labeling and ingredient disclosure, among other strategies."

To understand better who consumers thought were leaders in the sustainability arena, the respondents were asked to rate the top 10 green brands in their respective countries from a predetermined list. In all countries except China, a personal care company was in the top 3.

"This year's findings in both developed and developing countries reinforces consumers' desires to be green by using products that are green," said Russ Meyer, chief strategy officer of Landor Associates. "However, we're also beginning to see a strong positive correlation between greenness and more traditional brand attributes like honesty and trustworthiness. This creates an incentive for global brands faced with the challenge of expanding the reach of pre-existing products while introducing green ones, as the presence of one attribute can have a halo effect on others."

The 2009 Green Brands Global Survey Research was conducted by Penn, Schoen & Berland Associates (PSB) with fellow WPP (NASDAQ: WPPGY) agencies Landor Associates and Cohn & Wolfe, as well as independent strategy consulting firm Esty Environmental Partners. The ImagePower Green Brands study was conducted online with consumers 18+ in between May 4th and June 10th, 2009. It has a margin of error of +/- 3.6%. For Brazil, India and China.

 






   LOGIN TO MEMBERS SECTION
:
:
 
Forgot password?  

   NEWS
Sandymount Hotel wins a 2015 Pakman Award
read more ...
Wholesale gas prices decline 13% in a year
read more ...
Green roofs will become mandatory for commercial buildings
read more ...
Marriott International making big gains in corporate responsibility
read more ...
IHI Environmental Manager of the Year 2015
Apply Now - closing date - Monday 19th October
read more ...
Ibec Environment Awards 2015/16 *call for entries*
read more ...
UK AA Hospitality Awards 2015-2016 - Eco Hotel and Group
read more ...
How going green helps companies make money
read more ...
Ibec Environment Awards 2015/2016
read more ...
read more ...
Beware False Gifts......Further Update
The light bulb con - have you fallen for it?
read more ...
SFA 2016 Awards Announced - €50,000 package for all Finalists
read more ...
2015 REPAK Pakman Awards
Sandymount Hotel - Shortlisted
read more ...
New website for corporate responsibility
read more ...
2015 Chambers Ireland CSR Awards announced
read more ...
Towns clean up their act on litter issue
read more ...
Energy bills could soar as ESB and EirGrid ask for billions
read more ...
Starwood Unveils Water Story: Thinking Beyond Conservation
read more ...
Hotel identified as Legionella outbreak source that kills 12 in New York
read more ...
Sustainability is the Core of an Authentic Hospitality Experience
read more ...
Ecolab Releases 2014 Corporate Sustainability Report
read more ...
Booking.com survey shows trend moving towards sustainable travel
read more ...
Making the world a better place makes business sense
read more ...
Leading restaurateurs use more local food suppliers
read more ...
Energy Management - Refrigerators and Freezers
read more ...
Sustainable travel in the Burren
read more ...
Burren maintains its leading destination status
read more ...
Marriott Vacations Worldwide Releases CSR Report
read more ...
Burren Food Trail wins EDEN Award
read more ...
Blue Flag Beaches Awarded 2015
read more ...
New Mandatory Energy Auditing Scheme for large enterprises - is this you?
read more ...
Maritime Hotels Ocean Restaurant wins Irish Restaurant Award for Eco
read more ...
Taking the great leap forward on climate change
Thought Piece - Eamon Ryan, Green Party - Irish Times
read more ...
Paying the right price for energy
Thought Piece - JOHN FITZGERALD, Irish Times, 19/5/2015
read more ...
EDEN 2015 - Finalists announced
Best Use of Food
read more ...
Irish Country Hotels commit to Buying Local
read more ...
Top Green Hotels in the World Announced
read more ...
Accor marks advances in sustainable development
read more ...
Hotel Doolin wins at Green Awards 2015
read more ...
2015 Supervalu Tidytowns Competition takes off
read more ...
Marriott Announces Water Conservation Results
read more ...
Hotel Association of Canada Survey shows 47% of business travellers see eco-certification as very important
read more ...
TripAdvisor Effect’ Improves Hotels RevPar
read more ...
European Green Leaf Award launched for smaller cities
read more ...
Fáilte Ireland Launches Seventh EDEN Competition with Tourism and Local Gastronomy as This Year’s Theme
read more ...
Sustainable Tourism and CSR Highlights at ITB 2015 Berlin
read more ...
Is it Time to Stop Using Cleaning Chemicals?
read more ...
2015 Chambers Ireland Corporate Social Responsibility Awards were launched on Tuesday 3rd March 2015 in Dublin Castle.
read more ...
Xavier Font on How to Communicate Sustainable Tourism
read more ...
TripAdvisor Green Leaders – Blessing or Curse?
read more ...
GHP talks about Resource Efficiency to Northern Ireland businesses
read more ...
Read all  |  Archive    
 
     
   

 Media Partner