Are consumers from Emerging Markets more interested in "green" products?

According to research published by Accenture (http://newsroom.accenture.com/article_display.cfm?article_id=4921), emerging-market consumers are much more willing than their developed-world counterparts to pay a premium for products which are supposed to be environmentally friendly.

As many as 84% of consumers in China, India, Malaysia, and Singapore say they would accept a higher price for green products, compared with only 50% in the U.S., Japan, France, and Germany.

This is of course related to what people say....

The question is what people DO....

My guess is that, if research were able to be done on actual purchasing behaviour, the findings would indicate the opposite - at least if the elites are either excluded or included as a normal part of the population. Sphere: Related Content