Thirty-one percent of Chinese consumers rated the environment a higher priority than the economy compared with 17 percent of consumers in the U.S. and 28 percent in the U.K., according to recent surveys.
The findings of green brands research in China and their comparison with results of similar surveys conducted this year in the United States and Britain were presented yesterday at the Economist Conferences' Fifth China Branding Roundtable in Beijing.
The surveys were conducted by the WPP agencies Landor Associates, the San Francisco-based firm that presented the research findings in Beijing, Cohn & Wolfe, and Penn, Schoen & Berland Associates.
The survey of Chinese consumers also asked whether their green concerns influence their buying habits and their expectations of businesses. In addition, respondents were asked to identify the 10 greenest brands.
Sixty-nine percent of the Chinese consumers surveyed said they expect to spend more on eco-friendly products next year, compared with 38 percent in the U.S. and 33 in the U.K.
The Chinese consumers consider technology, electronics and financial services the "greenest" industries and said businesses relating to groceries and energies are the least green. The respondents also said they consider trustworthiness, environmental consciousness and efforts to cut pollution and waste as the three top attributes for green companies. The survey participants identified the following as the top green brands: Haier, Baidu, Lenovo, CMB Bank, Microsoft, Apple, Google, Nokia, Sina and Souhu.
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