Global consumers care how they effect the environment but want to enjoy modern conveniences, according to a new study.

Today, the environment is taken into account when consumers make their purchases, but how it impacts day-to-day conveniences also weights heavily, Ipsos Marketing, Consumer Goods survey suggests.

"Consumers are more open to taking part in 'green' activities that save them money and are simple and easy," says Amaury de Condé, senior vice-president, Ipsos Marketing, Global Consumer Goods. "However, they are less likely to be proactive about protecting the environment if it requires giving up major conveniences such as modern appliances or even minor conveniences such as individual-size food packages and plastic bags."

Some ways that customers planned on helping the environment included:

• reusing jars and containers (51 per cent);
• buying recyclable packaged products (50 per cent);
• using dishcloths and sponges and not paper towels (49 per cent);
• reducing use of paper plates and plastic cups (48 per cent);
• reducing use of plastic bottles (45 per cent).

Customers were not as likely to reduce use of appliances such as dishwashers, washing machines and dryers, as well as plastic bags and individual packaging.

"Clearly, offering food, beverage, and household goods containers that are re-usable can provide environmental as well as cost-savings benefits to the consumer," said de Conde. "On the other hand, validating the consumer's use of paper goods, such as paper towels, paper plates, and paper and plastic cups, will become increasingly challenging."

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