Almost one in two shoppers would shun brands that don't take steps to reduce their carbon footprint, according to new research from the Carbon Trust.
Despite the UK adopting ambitious new carbon targets last month, only 59% of FTSE 100 companies have clear, robust targets to cut emissions, says the organisation.

However, there are some companies who are not just reducing emissions, but also seeking to exploit revenue-generating opportunities from the low carbon economy, with sufficient confidence of success.

B&Q parent Kingfisher has increased its sales of independently-verified eco products to £1.1bn since 2008/09, with green products now accounting for 10.5% of total retail sales across the group.

Kingfisher ceo Ian Cheshire said: "UK consumers are reaching a tipping point. Increasingly driven by sustainability, they have high expectations of businesses to reduce their impact and are voting with their wallets by spending on brands that do so.

"Companies which innovate to deliver products and services that convert this consumer interest will benefit hugely from the UK's low carbon leadership. Right now, Kingfisher is the only FTSE 100 to set a public target to drive revenues from eco products. We hope that more will follow."

The Carbon Trust's research also revealed that the number of shoppers prepared to shun brands that don't display carbon footprint labels on products has doubled in the past year from 22% to 45%.

Plus, 47% are more likely to choose low carbon-labelled goods over non-labelled and one in five would pay more for low carbon-labelled products.

Carbon Trust chief executive Tom Delay said: "2011 is the year for businesses to develop strategies and set clear targets to help them plan and capitalise on green growth opportunities."

Peter Walshe, global director for BrandZ, added: "This new research builds on our own global analysis and shows that the public are in a very uncomfortable place regarding climate change; they understand the significance of the issue, they recognise that businesses are a major emitter of emissions, and they want them to do something about it."