1. British Attitudes to the Environment,
Climate Change and Future Energy
Choices
Summer 2010

2. Contents
Does the environment matter?
Climate change: believers or sceptics?
Impacts of climate change
Pro-environmental behaviour and actions
Attitudes towards energy choices; renewables and nuclear
Consumers, corporate responsibility and the environment

3. Does the environment
matter?

4. Does the environment matter?
Compared to other ‘big ticket’ public issues, the environment is
consistently rated of relatively low national importance.
There are no notable longer-term correlations with factors such
as the economy, though severe weather, publications of key
targets/reports and high profile episodes have some impact on
public priorities.
There is a strong sense amongst the public that the environment
is an issue for the future; over half think there will be a lot more
concern for the environment over the next 20 years. The key
challenge continues to be how to most effectively transform this
latent concern into more immediate action.

5. Only a minority of the public prioritise the
environment as the most important national issue
What would you say is the most important issue facing Britain today?
What do you see as other important issues facing Britain today?
Top mentions % Change since May
Economy 65 -6
Race relations/immigration 29 -9
Crime/law and order 26 +6
Unemployment 21 -1
NHS 19 JUNE 2010 -3
Spontaneous, -7
Education/Schools 16
Defence/Foreign Affairs/
unprompted mentions
Terrorism 12 +1
Inflation/prices 8 -1
Drug abuse 7 +2
Pollution/ Environment 5 0
Base: 990 British adults 18+, 4th – 10th June 2010 Source: Ipsos MORI Issues Index

6. No notable correlations with other key public
concerns (including the economy)
What do you see as the most/other important issues facing Britain today?
Economy
70
60
50
Race/
immigration
40
30 Crime/
Law &
20 Order
Unemployment
10
Environment
0
May May May May May May May May May May May May May May
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Base: c.1,000 British adults age 18+ each month Source: Ipsos MORI Issues Index

7. Particular crises have had short-term impacts
on opinion but overall trend fairly stable
90
Foot and Mouth/Farming
80
GM foods
70
Environment/Pollution
60
50
40
30
20
10
0
89
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
10
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
20
Year

8. In recent years concern peaked in late 2006
What do you see as the most/other important issues facing Britain today?
Brown Cameron
becomes becomes
20 PM PM
EC proposes
Cameron’s “Vote carbon emission
Wettest Autumn since records Blue, go Green” cuts of 20% by 2020
began – widespread flooding campaign at 2006
16 across the UK local elections
Stern
12 report
Buncefield Oil Depot fire – toxic
cloud reaches northern Spain
8
4
9/11 London
Bombs
0
May May May May May May May May May May May May May May
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Base: c.1,000 British adults age 18+ each month Source: Ipsos MORI Issues Index

9. Climate change is typically a secondary
issue facing individuals and families
What would you say are the 3 biggest issues facing you/your
family today?
2010 2009
Financial insecurity/making ends meet 48%
54%
Economic downturn* 42%
50%
Unemployment 31%
32%
Higher taxes 28%
20%
21%
NHS/Healthcare Provision**
21%
19%
Crime 19% Prompted list
19%
Immigration 15% of issues
Global warming/climate change*** 17%
17%
Pension Crisis 16%
12%
Schools/education 13%
18%
*In 2009 respondents were asked about the ‘economic downturn/economic situation’.
** In 2009 respondents were asked about ‘NHS/Healthcare Provision/(family) health’.
***In 2009 respondents were asked about ‘Global warming/climate change/the weather’.
Base: Online survey, 1043 British adults aged 16-64, January 2010; 1000 British adults aged 16-64, January 2009
Source: Ipsos MORI / Euro RSG

10. It remains an important ‘future’ priority for many
Looking to the future, how do you think concern for the environment
will develop over the next twenty years?
There will be a lot more 55%
concern for the environment
There will be a bit more
32%
concern for the environment
There will be a bit less
3%
concern for the environment
There will be a lot less 2%
concern for the environment
Don’t know 8%
Base: Online survey, 1043 British adults 16-64, February 2010
Source: Ipsos MOR/ Euro RSG

11. Climate change: believers
or sceptics?

12. Climate change: believers or sceptics?
Concern about climate change remains high, although it has
fallen in recent years.
An increase in scepticism about climate change likely reflects
publicity around the UEA emails, the outcome of Copenhagen
and the big freeze in 2009/10.
Many are not convinced that climate change results from human
activity. This is significant; people are far more likely to act if
they are convinced of anthropogenic climate change.
There is also much distrust around politicians’ motives when
discussing climate change and perceived scaremongering.

13. Concern around climate change remains relatively
high, although lower than in 2005
How concerned, if at all, are you about climate change, sometimes
referred to as ‘global warming’?
% Very concerned % Fairly concerned % Not very concerned % Not at all concerned
% Don't know/No opinion
2010 28 43 19 8 2
2008 30 47 14 9
2005 44 38 12 3 3
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,039 British adults, aged 16 and over, 23rd – 29th May 2008; Source: 2010 and 2005: Cardiff University / Ipsos MORI
1,491 British adults, aged 15 and over, 1st October – 6th November 2005 Source: 2008 Ipsos MORI

14. Almost all believe in climate change to some
extent, though fewer are now convinced
To what extent do you believe that climate change/global warming
is a reality?*
% It’s definitely a reality % It’s looking like it could be a reality % I think it’s a bit overexaggerated
% It’s not a reality at all % Don’t know
2010 2009
23
6 3
31 22
44
31
60
73
29
29
*In 2009 respondents were asked ‘To what degree do you believe that climate change is a reality?’
Base: Online survey, 1043 British adults aged 16-64, January 2010; 1000 British adults aged 16-64, January 2009
Source: Ipsos MORI / Euro RSG

15. And whilst the majority believe the world’s climate is
changing, scepticism is on the rise
As far as you know, do you personally think the world’s climate is
changing or not?
2010 2005
Don’t know Don’t know
No
6% Yes 4%5% Yes
No
15%
78%
91%
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

16. Two in five feel it is exaggerated and most think
its impacts are uncertain
To what extent do you agree or disagree with each of the following
statements about climate change?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
The seriousness of climate 3
12 28 15 28 14
change is exaggerated
I am uncertain that climate 6 22 12 35 24 1
change is really happening
Base: 1,822 British adults aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

17. Most are not convinced that climate change is
mainly / entirely due to human activity
Thinking about the causes of climate change, which, if any, of the
following best describes your opinion?
Climate change is entirely caused by
human activity 7%
Climate change is mainly caused by
human activity 24%
Climate change is partly caused by natural
processes and partly caused by human activity 47%
Climate change is mainly caused by 12%
natural processes
Climate change is entirely caused
by natural processes 6%
I think there is no such thing as
climate change 2%
Don’t know / no opinion 3%
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

18. Half are sceptical of politicians’ motives when
discussing climate change
Below are a number of statements that other people have made
about climate change/global warming. To what extent do you agree
or disagree with each of these statements?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree% % Don't know
Politicians make a fuss about 50
climate change in order to distract 17 33 25 15 7 3
us from other issues
Climate change is being used by 47
the government as an excuse to 20 27 26 14 9 4
raise taxes
Base: Online survey, 1043 British adults aged 16-64, February 2010
Source: Ipsos MORI / Euro RSG

19. Impacts of climate change

20. Impacts of climate change
The majority of the British public are uncertain about the effects
of climate change, mirroring perceived uncertainty amongst
climate scientists.
However, people do foresee some tangible impact; the majority
feel climate change will affect their area and significant numbers
believe Britain is already feeling the effects.
That said, fewer than half feel it will impact them personally.
A minority think climate change/global warming is not
necessarily a bad thing for the planet and that it means the UK
will have better weather and more sunshine.

21. The British public are uncertain about what the
effects of climate change will be
To what extent do you agree or disagree with each of the following
statements about climate change?
It is uncertain what the effects of climate change will be
% Don’t know / no
opinion % Strongly agree
% Strongly disagree
%Tend to disagree 4 3 14
11
69
% Neither agree nor
disagree 12
% Tend to agree
56
Base:1,822 British adults, aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

22. Though four in ten think that the effects of
climate change are already being felt in Britain
When, if at all, do you think Britain will start feeling the effects of
climate change?
We are already feeling the effects 41%
In the next 10 years 13%
In the next 25 years 14%
In the next 50 years 11%
In the next 100 years 5%
Beyond the next 100 years 4%
Never 4%
Don’t know / no opinion 7%
Base: 1,822 British adults aged 18 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

23. A majority of the public feel climate change will affect their
area, though under half feel it will impact on them personally
To what extent do you agree or disagree with each of the following
statements about climate change?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
My local area is likely to be 13 53 40 16 21 6 4
affected by climate change
Climate change will mostly
14 46 32 15 25 11 3
affect developing countries
Climate change is likely to have
a big impact on people like me 11 45 34 20 25 8 3
Climate change will mostly
affect areas that are far away 7 32 25 15 33 15 4
from here
Base: 1,822 British adults aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

24. A majority feel there are risks to the British people
but concern is falling
To what extent do you agree or disagree with each of the following
statements about climate change?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
2010 19 66 47 14 12 4 3
There are risks to
people in Britain
from climate
change
2005 28 77 49 11 7 13
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

25. And more are now likely to feel climate change will
bring benefits, though they do remain a minority
To what extent do you agree or disagree with each of the following
statements about climate change?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
2010 2 16 25 35 18 4
There are benefits to
people in Britain from
climate change
2005 1 12 21 33 27 4
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

26. Much uncertainty about what climate change
means for the UK climate
Below are a number of statements that other people have made
about climate change/global warming. To what extent do you
agree or disagree with each of these statements?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know
Climate change/global 38
warming means the UK will 5 33 40 10 4 8
get much wetter
Climate change/global 15
warming is not necessarily a 3 12 31 25 23 6
bad thing for the planet
Climate change/global
warming means the UK will
13
1 12 35 27 18 7
have better weather and more
sunshine
Base: Online survey, 1043 British adults aged 16-64, February 2010
Source: Ipsos MORI / Euro RSG

27. Pro-environmental
behaviour and actions

28. Pro-environmental behaviour and actions
Most feel national governments and the international community
should be mainly responsible for taking action on climate
change. Only one in ten feel the responsibility mainly lies with
individuals.
However, it is widely accepted that some responsibility must lie
with the public though people are less convinced they can
actually make a difference.
Despite rises in scepticism, self-reported behaviours on certain
environmental actions such as recycling, taking energy
efficiency measures and cutting down car use have increased
over recent years.
This will partly reflect increasing ease with which these actions
be adopted (e.g. kerbside recycling, availability of low energy
bulbs) as well as associated financial and health benefits.

29. Most continue to feel governments and the international
community should take most responsibility
Which one, if any, of these do you think should be mainly
responsible for taking action against climate change?
2010 2005
32%
National governments 39%
30%
The international community 32%
16%
Industry/Companies 10%
Individuals and their families 10%
8%
Environmental groups 0% 3%
Local authorities 3%
4%
1%
Other
None of these 3%
Don’t know 2%
2%
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

30. However, most feel some sense of responsibility
and empowerment
To what extent do you agree or disagree with each of the following
statements about climate change?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
It is my responsibility to help
to do something about 20 70 50 14 9 5 1
climate change
I can personally help to
reduce climate change by 17 63 46 12 17 7 1
changing my behaviour
I personally feel that I can 53
make a difference with 11 42 15 21 10 1
regard to climate change
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

31. And people are claiming to do more on a number of
environmental behaviours
Which of the following have you done/bought in the last 12 months?
Taken energy efficiency measures Recycled
Cut down use of car to help environment
84%
80
%
71%
61%
60
41%
40
32%
27%
20
2004 2005 2006 2007 2008* 2009
Base: 1,144 GB adults 16-64, 21st – 24th August 2009, 2008* is based on 1562 GB adults 16-64.
Prior to 2008: c.2,000 GB adults aged 16+. *2008 reweighted to reflect online population profile aged 16-64
Source: Ipsos MORI Corporate Social Responsibility Tracker

32. Recycling has been a success story in some
areas
And in terms of how much you are recycling since the current
collection system was introduced, would you say you are?
Don’t know 1%
Recycling less/a lot less – 1%
Recycling significantly
Recycling about the more
same
24%
35%
40%
Recycling more
Base: 687 British adults with some form of alternate waste collection, 15+, face to face and in home,
23rd – 29th May 2008
Source: Ipsos MORI

33. Fear of fortnightly collections does not translate
into reality for most
Q Thinking about your household, would you say that any of the following have been significant
problems? (ASKED OF THOSE ON FORTNIGHTLY COLLECTIONS)
Q Thinking about your own household, which of the following – if any – do you think would be
significant problems if your council introduced fortnightly collections? (ASKED OF THOSE ON
WEEKLY COLLECTIONS)
Increase in smells from rubbish 30%
68%
Increase in rats/vermin/foxes 9%
57%
Increase in flies from rubbish 21%
51%
People in the area dumping more
household rubbish 12%
38%
Container for rubbish won’t be big/good
enough 16%
35%
Missed collections or rubbish/recycling/
food waste 9%
18% Those on fortnightly collections
Container for recycling won’t be big/
good enough 18%
16% Those on weekly collections
Container for food waste won’t be big/
good enough 8%
It will be difficult to know/remember what
15%
days the collection comes 11%
12% Source: Ipsos MORI
Base: 687 British adults with some form of AWC & 649 British adults with weekly rubbish collections, aged
15+, face to face and in home, 23rd – 29th May 2008

34. Attitudes towards alternative collection
arrangements are highly dependent on the specifics
Qa To what extent would you support or oppose a change in collection system in your
local area, with fortnightly rubbish collections?
Qb To what extent would you support or oppose a change if the frequency of recycling
collections and/or size of containers were increased and a separate weekly collection
of food waste was introduced/increased
Qa Qb
4%
Strongly support 17%
10%
Tend to support 31%
11%
Neither support nor oppose 25%
20%
Tend to oppose 14%
53%
Strongly oppose 9%
2%
Don’t know 3%
Base: 649 British adults with weekly rubbish collections, aged 15+, face to face and in home, 23rd – 29th May 2008
Source: Ipsos MORI

35. Personal responsibility is typically not
related to wider global factors
Below are a number of statements that other people have made
about climate change/global warming. To what extent do you
agree or disagree with each of these statements?
Strongly agree Tend to agree Neither / nor
Tend to disagree Strongly disagree Don't know
I am NOT going to make
changes to my lifestyle for the
sake of climate change/global
warming when I don’t think that 8 16 24 25 49% 23 3
some other countries, such as
America and China, are doing
enough to tackle the issue
Base: Online survey, 1043 British adults aged 16-64, February 2010
Source: Ipsos MORI / Euro RSG

36. Attitudes towards energy
choices; renewables and
nuclear

37. Attitudes towards energy choices;
renewables and nuclear
People show concern around energy security issues when
prompted, with concern higher around the UK becoming too
dependent on importing energy, fossil fuels running out and
electricity remaining affordable.
The public continue to favour renewables over fossil fuels or nuclear
and some would be willing to pay more to ensure their energy
comes from renewables.
Whilst the majority remain concerned about the use of nuclear
energy, levels of concern have fallen in recent years.
Similarly, whilst the public remain divided on the replacement of
existing nuclear power stations, support for expanding the number
of nuclear power stations is on the increase.

38. Concerns around energy security are high
when people are prompted
How concerned, if at all are you that in the future…
% Very concerned % Fairly concerned % Not very concerned % Not at all concerned
% Don't know/no opinion
The UK will become too dependent
on energy from other countries 45 36 14 23
Supplies of fossil fuels (e.g. coal
and gas) will run out 40 38 15 43
Electricity will become
unaffordable
40 38 18 32
There will be power cuts 28 41 25 33
Electricity will be rationed 30 36 25 5 4
Terrorist attacks will cause
interruptions to electricity supplies
23 35 29 7 6
Base:1,822 British adults, aged 15 and over, 6th January-26 March 2010
Source: Cardiff University / Ipsos MORI

39. People remain more favourable towards
renewables than fossil fuels and nuclear
How favourable or unfavourable are your current overall opinions or
impressions of the following sources for producing electricity...?
2010 2005
Sun / solar power 88%
87%
Wind 82%
82%
Hydroelectric 76%
76%
Biomass 57%
53%
Gas 56%
56%
36%
Coal 38%
Nuclear 34%
36%
Oil 33%
39%
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

40. There is some willingness to pay more for renewable
energy but not for nuclear power
Considering your current electricity bills, by how much, if at all,
would you be willing to increase the amount that you pay per
month in order to ensure that:
Your electricity Your electricity comes
comes primarily primarily from nuclear
from renewables? power?
£10 and
£0 over 11
£10 and 31 £0
over 36
18
£2- £8
72
£2- £8 34
Base: 1,822 British adults aged 15 and over, 6th-January-26th March 2010
Source: Cardiff University / Ipsos MORI

41. Nuclear power is seen as necessary to meet energy needs but
less effective than renewables in tackling climate change
To what extent do you agree or disagree with the following
statements?
% Strongly agree % Tend to agree % Neither / nor
% Tend to disagree % Strongly disagree % Don't know / no opinion
Promoting renewable energy 2010 37 33 14 9 42
sources, such as solar and wind
power, is a better way of
tackling climate change than
2005 40 38 10 6 22
nuclear power
We need nuclear power 2010 17 38 18 16 7 4
because renewable energy
sources alone are not able
to meet our electricity needs 2005 10 38 22 17 6 5
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

42. However, the public are becoming less
concerned about nuclear power
How concerned, if at all, are you about nuclear power?
2010 2005
16%
Very concerned 28%
38%
Fairly concerned 31%
30%
Not very concerned
27%
Not at all concerned 12%
11%
2%
Don’t know 3%
No opinion 2%
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

43. And support for increasing the number of
nuclear power stations is on the rise
Which, if any, of the following statements most closely describes
your own opinion about nuclear power in Britain today?
2010 2005
We should continue using the existing power 33%
stations, but not replace them with new ones 34%
We should continue using the existing nuclear 29%
power stations, and replace them with new ones 34%
We should increase the number of 17%
nuclear power stations 9%
We should shut down all existing nuclear power 13%
stations now, and not replace them with new ones 15%
Don’t know 6%
6%
None of these 1%
1%
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

44. Public opinion on the benefits and risks of nuclear power
is finely balanced, but has shifted towards the benefits
From what you know or have heard about using nuclear power for
generating electricity in Britain, on balance, which of these
statements, if any, reflects your own opinion?
% Benefits far outweigh the risks % Benefits slightly outweigh the risks % Benefits and risks are about
the same
% Risks slightly outweigh the % Risks far outweigh the benefits % Don't know / no opinion
benefits
2005 2010
7 13 9 16
32 17 38
25
19
37 22
41
19
16 20
17
Base: 1,822 British adults, aged 15 and over, 6th January-26th March 2010;
1,491 British adults, aged 15 and over, 1st October – 6th November 2005
Source: Cardiff University / Ipsos MORI

45. Perceived benefits of nuclear energy
What do you believe are, if any, the benefits of nuclear
energy as a source of electricity?
Change
% Top mentions ‘08-’09
No carbon dioxide is produced during
generation/ helps to combat climate change 19 -1
General impact on the environment/
Cleaner 19 +5
Ensures reliable supply of electricity/ Energy
independence 18 -3
Costs are competitive 17 -2
Only a small amount of waste is produced 5 -4
Proven technology that already exists 3 -4
Less use of fossil fuels/ Natural resources 2 +1
Other 1 -1
None 9 +2
Don’t know/no answer 32 +2
Base: All respondents 2009 (2,050)
45
Source: Nuclear Industry Association/ Ipsos MORI

46. Perceived disadvantages of nuclear energy
Looking at this card, what do you believe are, if any, the
disadvantages of nuclear energy as a source of electricity?
% Top mentions Change
‘08-’09
(Long term) disposal of nuclear waste 35 -1
Risk of accident 28 -3
Radiation/contamination risk 24 -8
General impact on the environment 11
(unspecified) -2
Potential terrorist target 8 -2
Cost is too high 7 0
Ugly/Eyesores/Loss of visual amenity 3 +3
Public opinion/Public perception 3 +3
Other 2 0
Don’t know 24 0
None 6 +2
Base: All respondents (2,050) 2009 46
Source: Nuclear Industry Association/ Ipsos MORI

47. People oppose the construction of nuclear or coal power
stations in their areas but are more open to wind farms
To what extent would you support or oppose the following
developments in your area? (By area we mean up to
approximately 5 miles from your home)
% Strongly support % Tend to support % Neither support nor oppose
% Tend to oppose % Strongly oppose % Don't know/ No opinion
The building of a new wind
farm
30 73% 43 9 9 72
The building of a new coal 24%
fired power station 3 17 17 31 29 2
The building of a new 21%
5 19 14 21 39 3
nuclear power station
Base: 1,822 British adults aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

48. And the pattern is similar when people are
asked about how others would feel
To what extent do you think that your local community would
support or oppose the following developments in your area?
% Strongly support % Tend to support % Neither support nor oppose
% Tend to oppose % Strongly oppose % Don't know/ No opinion
52%
The building of a new wind 16 37 12 17 13 6
farm
The building of a new coal
15%
2 13 15 29 33 7
fired power station
The building of a new
14%
3 11 10 23 47 7
nuclear power station
Base: 1,822 British adults aged 15 and over, 6th January-26th March 2010
Source: Cardiff University / Ipsos MORI

49. Consumers, corporate
responsibility and the
environment

50. Consumers, corporate responsibility
and the environment
Two in five British adults say they are prepared to pay more for
environmentally friendly products and most have higher regard
for environmentally friendly companies and brands.
Most consumers are interested in the environmental credentials
of companies and products.
One in four think it is very important that a company shows a
high degree of social responsibility, though this is lower than in
previous years.

51. Two in five say they are prepared to pay
more for environmentally friendly products
Are you prepared to pay more for a product that is environmentally
friendly?
2009 2010
No
No
43% 40%
58% 60%
Yes Yes
Base: Online survey, 1043 British adults aged 16-64, January 2010; 1000 British adults aged 16-64, January 2009
Source: Ipsos MORI / Euro RSG

52. Good environmental credentials improves a
company’s reputation with the majority of consumers
Do you think differently of companies or brands for developing
environmental programmes or developing environmentally friendly
products?
2010 2009
Yes, I think much better of them 54%
for doing their bit 55%
I don’t think of them any 30%
differently 29%
I think poorly of them as they
are just profiting from people’s 10%
increasing concerns about 10%
global warming
6%
Don’t know
7%
Base: Online survey, 1043 British adults aged 16-64, January 2010; 1000 British adults aged 16-64, March 2009
Source: Ipsos MOR/ Euro RSG

53. Over half of all consumers are interested in the
environmental credentials of a company
How interested, or not, are you in claims made about the
environmental credentials of a product or company?
Don’t know
Very interested
Not at all interested 4%
10% 14%
56%
30%
Fairly interested
Not very interested 42%
Base: Online survey, 1043 British adults 16-64, February 2010
Source: Ipsos MOR/ Euro RSG

54. Importance of social responsibility to purchase
has fallen back to 1997 levels
When forming a decision about buying a product or service from a
particular company or organisation, how important is it that it shows a
high degree of social responsibility?
Very important Fairly important Not very important Not at all important
1997 24% 46% 15% 9%
1999 41% 41% 11% 5%
2001 46% 43% 8% 2%
2003 38% 46% 10% 3%
2005 35% 47% 12% 3%
2007 40% 45% 9% 3%
2008 43% 40% 12% 4%
2009 26% 48% 17% 4%
Base: 1,011 GB adults 16+, 4th – 10th September 2009, face-to-face methodology in each year.
1997-2008 c. 1,000 GB adults 16+ each year
Source: Ipsos MORI Corporate Social Responsibility Tracker

55. Concern for the environment has fallen as an
important corporate issue according to the public
What do you think companies should pay particular attention to
over the next few years ? (Prompted)
Concern for the environment (29%)
Keeping price rises to reasonable level (24%)
60 Caring for employees (38%)
%
40
20
0
'93 '94 '95 '96 '97 '98 '99' '00 '01 '02 '03 '04 '05 '06 '07 '08 '09
Base: All British Public (c1,000)
Source: Ipsos MORI Corporate Social Responsibility Tracker

56. And is not a key reputational factor for
businesses when asked spontaneously
What do you think are the two or three most important things to
know about a company in order to judge its reputation? (Spontaneous)
Change
% TOP MENTIONS 08-09
Customer service 31 -14
Honesty/integrity 24 -12
Quality of products/services 21 -9
Long established 15 -4
Working conditions 12 +7
Treatment of staff 11 +5
Fair/competitive prices 9 -17
Good/sound management 8 -3
Good wages 8 +1
Involvement in the community 8 +4
Profitability 7 +1
Productivity/efficiency 7 +1
Environment concern/ protection 6 +2
Expansion/growth 5 +1
Base: All British Public (1,014), September 2009
Source: Ipsos MORI Corporate Social Responsibility Tracker

57. For further information:
edward.langley@ipsos.com; 020 7347 3154
sarah.aylett@ipsos.com; 020 7347 3941
antonia.dickman@ipsos.com; 020 7347 3157
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