The Chinese Are Going Green

Chinese consumers are more interested in Earth-friendly products than Americans, according to a new poll.

The Ipsos MORI poll, sponsored by Tandberg, a Norway-based communication firm, shows that almost 7 in 10 Chinese consumers prefer to buy from pro-green companies. Fewer than half of U.S. consumers said the same. Indeed, Australians and Swedes also expressed more interest in green consumerism than Americans.

But the Japanese, Dutch, and Canadians all ranked lower. Spaniards showed the least interest, at just 15 percent.

"The survey reflects that as the environment in China has increasingly degraded over the years, the Chinese people are yearning for improved living conditions," said James McGregor, a China expert and author of One Billion Customers. Tandberg, which specializes in videoconferencing and heavily touts its own green profile, is calling the survey "one of the largest research projects undertaken to assess the importance of corporate environmental reputations to consumers."

More than 16,000 people in 15 countries were queried. Respondents were also asked if they take steps to reduce their own carbon footprint. Canadians topped the list, with 56 percent concurring. Americans came in seventh place, with 41 percent.

—Bret Schulte