81% Indians to spend more on green products

The research, conducted by WPP agencies Landor Associates, Cohn & Wolfe and Penn, Schoen & Berland Associates (PSB) as well as independent strategy consulting firm Esty Environmental Partners, also identifies some critical trends on which consumers are in global agreement.

Commenting on the survey, Lulu Raghavan, Country Director ' India, Landor, said, "It is heartening that Indian consumers are so keen to support environmentally responsible companies and buy green brands. They want environmentally sensitive products that are easily available, identifiable as green and budget friendly. Indian companies should seize this opportunity to strengthen their corporate reputations by developing and delivering innovative products and services to the market. This calls for wholehearted

While consumers from all eight countries believe that green products cost more than comparable non-green products, the five developed countries find cost to be the biggest challenge in buying green, but consumers in the developing economies of China, India and Brazil find selection and labeling a bigger challenge. Consumers indicate a need for certification marks to evaluate greenness and want governments to mandate label clarity on ingredients, materials, origin, and waste management.