In their third annual survey to measure and monitor consumer behaviors that have an impact on the environment, the National Geographic Society and the international polling firm GlobeScan have found that environmentally friendly behavior among consumers in 10 out of 17 countries has increased over the past year. The survey results show that environmentally friendly consumer behavior, as measured by the Greendex, has now increased from 2008 levels in all but one of the 14 countries polled in both 2008 and 2010. By environmentally friendly consumer behavior, we mean people’s transportation patterns, household energy and resource use, consumption of food and everyday consumer goods, and what consumers are doing to minimize the impact these activities have on the environment.
Greendex 2010: Consumer Choice and the Environment — A Worldwide Tracking Survey is a comprehensive measure of consumer behavior in 65 areas relating to housing, transportation, food and consumer goods. Greendex 2010 ranks average consumers in 17 countries according to the environmental impact of their consumption patterns and is the only survey of its kind.
As in 2008, the top-scoring consumers of 2010 are in the developing economies of India, Brazil, China, in descending order. American consumers’ behavior still ranks as the least sustainable of all countries surveyed since the inception of the survey three years ago, followed by Canadian, French and British consumers. Consumers in emerging economies continue to round out the top tier of the Greendex ranking, while the six lowest scores were all earned by consumers in industrialized countries.