Two thirds of customers say that environmental considerations inform their purchases to the same degree as they did a year ago, while more than a quarter say that they are now even better aware of the environmental effect on what they buy.

　　This may help to influence how shops store goods on their shelves. And the companies should still make efforts to become more environmentally friendly. Two out of three people think it is important to buy from environmentally responsible companies, with about one in seven saying that they had even decided to take their custom elsewhere if they felt a company’s environmental reputation was not good enough.

　　Harry Morrison, chief executive (主管) of the Carbon Trust, sympathizes:　“I understand this situation where survival is very important now. But from environmental considerations, the clock is ticking—we don’t have much time. In addition, cutting carbon has an immediate effect as costs drop and a medium-term benefit for the brand.”

　　Larger companies have an extra motivation to look at reducing their carbon footprint, as new rules next year will require businesses to buy carbon allowances to make up for their emissions (排放). Those that have taken early action will have a head start. More than two thirds of consumers are not clear about which companies are environmentally responsible. This suggests that firms that are able to relay clearly their message to the public will be in a pole position to attract shoppers.

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