Sept. 22, 2008 - Nearly a third of Chinese consumers say environmental issues trump economic concerns, compared to 28% in the U.K. and just 17% in the U.S., according to a new survey.

The Green Brands Survey, conducted each year to gauge consumer perceptions of the "green climate," finds that environmental concerns influence Chinese consumers purchasing intent more than their western counterparts. Sixty-nine percent expect to spend more money on green products in the coming year compared to 38% of consumers in the U.S., and 33% in the U.K.

The study reports that Chinese consumers consider technology, electronics and financial services to be the "greenest" industries, while grocery and energy are at the bottom of the list.

"In general, the more green a company is perceived to be, the more they think it is honest and trustworthy, innovative, has high quality products and services, and provides safe working conditions," says Tatt Chen, vice president Asia-Pacific for Penn, Schoen & Berland Associates. "Chinese consumers don't expect companies to fix all the environmental problems, but they do want to hear how companies are being good green citizens."

When asked what it means to be a "green brand," Chinese consumers prioritize trustworthiness, being environmentally conscious and working to cut pollution and waste as the three top indicators.

"When you compare the results from this survey to those we've done in the U.S. and the U.K., it's remarkable how aligned consumers are on a global level," says Russ Meyer, chief strategy officer for Landor Associates. "This provides great direction to companies planning to develop global sustainability solutions that help both their business and the environment."

Respondents rank the greenest brands as:

1. Haier
2. Baidu
3. Lenovo
4. CMB Bank
5. Microsoft
6. Apple
7. Google
8. NOKIA
9. Sina
10. Souhu

To find out more about the Green Brands Survey, click here.