UK consumers committed to going green, but not at any cost

However, as they tighten their belts, British consumers are not prepared to pay more for green products the report, Consumers, Brands and Climate Change 2008, found.

The survey of a 1000 adults, by international not-for-profit organisation The Climate Group, in association with broadcaster, Sky, and brand consultancy, Lippincott, also found that companies that were prepared to invest in environmental initiatives were beginning to be recognised for it, even if they operated in heavy carbon emitting sectors.

Retailers Tesco and M&S topped the list of brands taking a lead to tackle climate change, but also in the top five this year, were energy company E.ON and British Gas.

Despite high-street gloom, the research, now in its second year, revealed that the number of British consumers who were committed to personally doing something about climate change was up nine per cent from last year to 24 per cent, while the majority of British consumers – 53 per cent –thought tackling climate change would help boost the economy.

Most of those surveyed recognised they “could do more”, particularly when choosing a greener energy provider, improving energy efficiency in the home and shopping for food and household goods. However, most did not want to pay a premium to go green, with only 13 per cent prepared to spend extra money on green products.

David Hall, Campaign director of The Climate Group said: “Clearly commitment to tackling climate change has strengthened for Britain’s cash-strapped consumers. The firm belief amongst individuals that fighting climate change will boost the economy suggests that people will expect business and Government to stick to their climate change commitments through the current economic downturn and make it easier and cheaper for everyone to do their bit.”

The research also confirmed for the second year running that there is still significant opportunity for businesses to improve their brand leadership and connection with consumers on climate change, with two thirds of Britons  – 66 per cent –still unable to name a brand leading on the issue.

Simon Glynn, senior partner at Lippincott said: “Businesses need to improve the way they connect with consumers, by recognising the roles that consumers are asking them to play and choosing carefully where their brands can have the greatest impact.”

The research also found that consumers continue to look to mainstream brands, not niche green specialists, for climate solutions.