Consumers push for green products

Australian shoppers are prepared to vote with their wallets on the issue of global warming, a new survey suggests.

The Pricewaterhouse Coopers 2008 retail and consumer report claims a growing number of consumers are threatening to avoid goods that aren't authentically green.

The report says big business is aware of the trend with leading retailers including Target, Bunnings, Sussan and Woolworths undertaking green initiatives.

However, as the trend is consumer driven - as opposed to being pushed by marketing - PwC says companies need to consider their green policies carefully.

It's claimed consumers will disregard any existing brand loyalty and immediately move to a new retailer if companies don't deliver on their environmental promises, The Herald Sun reports.