Indians don't mind paying more for environment friendly goods, compared to the Chinese or the Japanese, even though they are not unduly worried that the environment is in a crisis.

Thus, 88 per cent of Indian consumers are prepared to pay more for goods that are environment friendly against 82 per cent in China and 68 per cent in Japan, according to a study of consumers in India, China and Japan.

Findings are part of a 10-market global study  by international communication firm Edelman.

Unlike their peers in other countries, respondents in India believe there is too much fuss about the environment (79 per cent) and they do not believe the world is experiencing global warming  (56 per cent).

Still, 92 per cent feel it is their duty to contribute to a better society and environment.

The study sought to understand consumer attitudes and preferences on the emerging issue of social purpose. Its findings show that despite the economic downturn, a strong majority think it is important to purchase products and brands they perceive to be socially responsible India (90 per cent), China (90 per cent) and Japan (64 per cent).

"What we find particularly interesting in this study is that economic concerns are taking a distant place behind consumers' demands that quality brands be produced by socially conscious companies," says Alan VanderMolen, Edelman's Asia-Pacific president.

"The current economic crisis has made little or no difference to the financial or voluntary support given to good causes by Indians. We found that 23 per cent of Indian respondents have actually paid more for a brand because it supports a good cause.

"We believe this is driven by two factors. First, the obvious fallout from product safety issues in the region over the past 18 months; and second, an expanding middle class that now has the power to address social issues at home through purchase decisions."

"In India, 49 per cent of consumers do not know of any socially responsible brands. But a large majority agreed that it is important for brands and companies to set aside money for a good cause during an economic recession.

Given the loyalty to socially-conscious brands, companies and brands in India should look at engaging with consumers to effect enduring positive change and build a deeper relationship with them.

When brands act as 'citizen brands,' contributing to community and society beyond their functional benefits, 'doing good' can translate to 'doing well' and the brand can forge a stronger emotional bond with its consumers," VanderMolen adds.

Even in an economic downturn, the majority of consumers in India and China would remain loyal to brands that have a good purpose.

84 per cent in India and 77 per cent of consumers in China say they would remain loyal to socially-responsible brands in a recession.

However, Japanese consumers tend to be less committed during tough times, with 46 per cent saying they would remain loyal to a brand that demonstrated social purpose in an economic downturn.

The findings are based on 6,048 interviews conducted in 10 countries between August and October 2008.