Green products.

The results of a survey conducted by the global market research firm Synovate in partnership with BBC World show that climate change is having an impact on consumer preferences for several product categories. Synovate's "In Fact," April 2007 newsletter quotes the head of the company's global media research as follows: "Consumers are making purchase decisions on the back of their concern about climate change and marketers need to take notice."

Among the 21 markets surveyed worldwide, Chinese consumers were said to be leading the way "when it comes to buying green products." Ironically, according to Synovate, China is about to overtake the United States (US) in the production of greenhouse gases. Of Chinese consumers responding to the survey, 76 percent of those who expressed concern about the environment bought one or more green products during the past year. This is considerably higher than the global average of 54 percent of consumers who reported similar purchases.

In terms of purchasing energy efficient products, 67 percent of Australian consumers said they had done so in the past year. World leaders were the Poles, 74 percent of whom bought energy efficient devices. And 61.8 percent of Hong Kong consumers who were interviewed for the survey said the same along with 49.6 percent of consumers in Singapore, only 14.2 percent in India, 25.4 percent in Japan, and 55.4 percent in South Korea.

Synovate asked about 14 environmental issues. In addition to buying green products and energy efficient devices, the firm compiled data about smaller cars, home insulation, the simple act of informing oneself about climate change, joining a lobbying group, persuading friends to be more environmentally friendly, recycling waste, using less packaging and bags, reducing water or power consumption, changing travel patterns, offsetting carbon consuming activities, and reporting on whether or not there were green surcharges on the bills they received.

Surprisingly, around the world 95 percent of consumers said they were involved with at least one of these issues/activities.

With the exception of Japan (86.8 percent), five of the other Asian countries scored in the high 90s in percent. The leader was Australia where 99.1 of consumers interviewed said that had engaged with at least one of the issues. Italy, Brazil and South Africa were slightly higher (99.3 percent). Some observers feel these optimistic numbers may overstate the situation.

CONSUMER MARKET INSIGHTS: