TÜV SÜD Green Gauge

A study to investigate and compare consumer and corporate attitudes to Green issues in China, India and Singapore

TÜV SÜD conducted the TÜV SÜD Green Gauge in 2010 to investigate consumer and corporate attitudes to Green products, services, policies and certifications in Asia. The study, a first of its kind, revealed that businesses appear to be unaware of the intensity of consumer interest in Green products and how this translates into demand for Green products and the willingness to pay premiums of almost 30 percent for them. This shows a large and potentially lucrative opportunity for businesses.

The research named was conducted by an independent research institute. Undertaken in top-tier cities in China, India and Singapore, it included individual interviews with over 460 management-level employees in businesses that operate the home electronics, food and beverage, and clothing and footwear industries. A survey of more than 2,600 consumers, which act as their household’s key decision maker in the purchase of products and services in these sectors, was conducted across these countries. 

Download the research findings paper here.