That’s what the brands have realised. And Indian consumers too, are not going to be left behind. They have shown a heartening trend where green products are concerned. If a survey by Image Power Global Green Brands is anything to go by, then an increasing number of consumers are going green. This survey that was conducted amongst 9,000 customers across eight countries revealed that most consumers are willing to pay more in order to buy a green product.

The spending on green products will definitely increase this year as well. As Saumya Chattopadhyay, director, Strategic Planning, Ogilvy Africa for Airtel Plan African business across 17 countries, says, “Sixty four per cent of Indian consumers hope to spend more on green products in 2012.”

Small wonder then that organisations are pushing green products ahead in the supply chain. It has become a challenge for companies to create not only green products, but also to take up a marketing strategy that highlights their green side. Naturally, the labeling of a product is important and the absence of proper labeling is one of the reasons why people do not buy green products. At least that is what the survey revealed.

Sometimes product information is confusing and that has also deterred people from buying products. “Taking a cue from the survey trends, companies need to label properly and accurately and also include information like the ingredients used in the product, how it was tested as well as the product’s impact on the environment. Another important step that needs to be taken is to make products more easily accessible. Hence, distribution avenues have to be expanded too,” says Chattopadhyay. Although higher prices often act as deterrents as an organic or green product is still very expensive, a consumer’s inclination for green products is clear. And TV advertisements have an important role to play here. More than 57 per cent of consumers are influenced by TV ads.

Indian apparel makers – Arrow and Van Heusen – were among the first labels to go green. Both have launched dresses made of linen, cotton and natural dyes. Although the price tags are a bit higher; a Van Heusen shirt comes at Rs. 1,599, the effort that has gone into making the product green is commendable. Even an elaborate process like weed removal is done manually and chemical killers are not used. Arrow has also promised that it would expand its green effort by using natural fibres in its products.

Looking to the West, Kimberley Clark and General Electric were among the top Western brands that believed focusing on sustainability was not only for boom times, but also for when the going was tough. Then there are other companies too like FMCG giant Procter and Gamble, and sports major Nike who are keen on establishing a green image. P and G is planning to establish power plants with renewable energy and will use renewable materials in manufacturing. Th company has already realised that by 2050 there will be 9 billion people on the planet. P and G will have to change its strategy in order to meet the challenges of climate change, solid waste, and also water availability. The beverage wing of Pepsico also plans to recycle 20 million pounds worth of cans through a programme known as Dream Machine. The company has even resorted to low-carbon agricultural techniques while growing oranges included in Tropicana juice.

Nike, not to be left behind, has come up with an information sharing hub to exchange information on green products. The company has also set up an environmental apparel design tool that will assess the ecological impact of potential launches.

“The efforts are definitely ambitious and will indeed a go a long way in making mother earth a better place to live in,” says S. Chatterjee, an advertising professional.

Amen to that!