Consumers in emerging countries, including China, are more environmentally conscious than those in developed Western nations, a surprise observation that runs contrary to common wisdom.
The finding was the key takeaway in a recent Accenture survey of eight countries, including Germany, France, the United States and India. In all, the willingness to favor green products was greater in less developed economies.
Researchers said the difference appeared to be the result of the greater exposure to pollution and environmental degradation. In developing nations, such as India and China, the immediacy of air and water pollution is leading shoppers to select products with a smaller environmental impact.
“Consumers in difference places have a different perception of the harm to the environment that pollution can cause,” says Kumu Puri, managing director of the consultant’s consumer technology practice. “The numbers are so disparate.”
Overall, 84 percent of consumers in emerging countries said they would be willing to pay a premium for green consumer electronics – televisions, computers and cell phones. Only 34 percent of consumers in mature economies were willing to pay extra for electronic gear that uses less power or is easily recycled.
The highest level of environmental concern was found in China. Ninety-eight percent of consumers were willing to pay a premium. India was second with 84 percent, followed by Malaysia.
Only 43 percent of consumers were willing to shell out extra in the United States and 42 percent in Germany. Almost half of Japanese consumers (49 percent) said they would dig deeper into their wallets.
Puri said the findings uncovered a fundamental difference in green attitudes. What’s more, the difference in China may be a sign of a trend gaining steam. They survey was conducted online, meaning that only the most affluent consumers were able to take part. The rest of the nation may be getting ready to follow suit.
Accenture surveyed 16,000 consumers last fall for the research.
Posted by Mark Boslet 
