Oct. 2, 2007 More than half of global consumers (53%, or just over 1.billion people) prefer to purchase products and services from a company with a strong environmental reputation, according to a new survey of shoppers in 15 countries.

In somewhat of a surprise, consumers in China reported the greatest interest in environmentally responsible purchasing, with 67% saying they preferred greener brands. China has struggled in recent years with environmental, health, and safety concerns regarding its domestically made products. Earlier this month, the Chinese government began offering tax breaks for makers of greener products.

Australia and Sweden rounded out the top three for eco-conscious consumers, at 52% and 46%, respectively. The next-strongest showings included Germany (28%), Great Britain (27%), and France (23%). The U.S. and Canada remained in the middle of the pack with 42% and 34%, respectively.

The survey also revealed a clear preference for strong environmental reputation among company employees. Eight in ten workers surveyed globally said they would prefer to work for an environmentally ethical organization.

"The findings clearly suggest a relationship between a company's environmental reputation and its brand value," said Fredrik Halvorsen, CEO of Tandberg, which released the study. "In addition to the ethical reasons for 'going green', there is a tremendous incentive for companies across the globe to focus efforts on environmental responsibility to attract customers, recruit and retain strong talent, and positively affect their external brand perception."