Sceptical consumers prove green business has a long way to go

Many consumers remain unimpressed with companies' efforts to become greener, according to a survey by accountancy firm KPMG.

Two thirds of the YouGov survey's 2,000 respondents rated companies' efforts to reduce their packaging as poor, while 51 per cent were not impressed by their efforts to reduce the environmental impact of transport operations. Moreover, 43 per cent rated initiatives to cut energy use – an area many firms have focused on as they attempt to curb both carbon emissions and soaring energy bills – as poor.

However, the survey also showed that consumers are willing to reward the firms that they do trust to deliver environmentally friendly products, with 42 per cent claiming they were prepared to pay up to £10 a week extra for green goods or services on their weekly shop.

Richard Sharman, head of KPMG's carbon advisory group, said the survey provided clear evidence that consumers "feel there is more for companies to do in reducing their environmental impact".

He warned that consequently firms should stick with their environmental policies, despite the "challenging economic times". "[The environment] remains a big issue for consumers, so businesses will ignore it at their peril," he said.

Rachael Singh is a reporter with BusinessGreen.com's sister title Accountancy Age