Greendex 2009: Consumer Choice and the Environment

The second annual Greendex survey, conducted by the National Geographic Society and international polling firm GlobeScan, canvassed 17,000 adults online in 17 countries this year to gauge consumer attitudes and their behavior.

Consumers in India, Brazil and China again scored the highest for green behavior among the countries included the Greendex survey -- and U.S. consumers again scored the worst.

The 296-page report details consumers' self-reported behavior in four major areas -- goods, food, transportation and housing -- as well as the participants' responses to 22 questions about their beliefs and values regarding environmental issues.

According to the survey, the greenest consumers are in descending order:

• Indians
• Brazilians
• Chinese
• Argentineans
• South Koreans
• Mexicans
• Hungarians
• Russians
• Spanish
• Germans
• Swedes
• Australians
• French
• British
• Japanese
• Canadians
• Americans

Argentina, South Korea and Sweden were new to the survey this year. Thirteen of the 14 counties included in the poll last year showed an increase in environmentally conscious behavior this year. Only consumers in Brazil reported slight drop in green behavior, which bumped the country to the No. 2 spot on the list for 2009.

The full report on the survey results can be downloaded here as a pdf file.

More information about the Greendex survey as well as an interactive Greendex Calculator to measure your behavior and a quiz of your knowledge on environmental issues are available here.