Young shoppers consider carbon
One-third of adults aged 18-25 are willing to pay more for a product that has a smaller carbon footprint than its competitors, according to new research from the Carbon Trust
The poll of 2,500 young consumers from Brazil, China, South Africa, South Korea, the US and the UK also reveals the majority would be more loyal to brands making efforts to reduce CO2 emissions. The trend was particularly strong in Asian countries with 83% of respondents in China agreeing, compared with just 55% in the UK.
Meanwhile, 60% of young adults in China, and 35% in the UK, said they would stop buying a product if its maker refused to cut its carbon footprint.
Consumer electronics manufacturers were cited most often as the industry sector that could do most to cut emissions, followed by clothing companies and healthcare brands.