New research from the Carbon Trust examines how young adults' attitudes towards climate change and carbon footprinting influence their purchasing decisions and brand loyalty. The survey of consumers aged 18-25 in China, Korea, South Africa, Brazil, the USA and the UK reveals a divide between attitudes to carbon reduction in the East and West.

83% of young people questioned in China say they would be more loyal to a brand if they could see it was reducing its carbon footprint, compared to 73% in Korea, 55% in the UK and 57% in the USA. 

60% of Chinese young adults who participated in the research say they would stop buying a product if its manufacturer refused to commit to measuring and reducing its carbon footprint, followed by 57% in Brazil, 53% in Korea and 35% and 36% in the US and UK respectively.