The "Green Gauge 2010" showed that a large part of the consumers, around 84%, are willing to pay 27% more to buy products and services that are certified as green, while at the same time 74% stated they are already buying them. On the other hand, companies believe that only 60% of consumers would be willing to buy these products and services, paying just 17% more than the price of non certified products and services. Besides this, the majority of business managers interviewed stated they do not have or have not been clearly communicating their "green" policy on reducing their environmental impact, thus demonstrating that they are certainly underestimating the consumers' interest.

Even though the survey is only representative for a part of the population and business managers, it shows an ever growing concern for sustainable products in China.

Please visit TÜV SÜD website for a deeper analysis of the survey results.