21 Dec 2010 12:12:03
Poor CRC ranking 'could damage customer perceptions'
British companies could face a backlash from consumers if they perform badly in the Carbon Reduction Commitment (CRC) league table, new research suggests.
A study conducted by Imperial College London and E.ON analysed the perception of consumers, businesses and investors towards a company's position in the rankings.
The researchers suggested the results show high-profile brands should make the effort to improve their energy efficiency, as most consumers looked at the league tables to compare well-known names against their rivals.
However, in some cases bigger brands were not concerned with their position on the table, as it was the parent company rather than the household name which was listed.
Twice as many consumers were found to have positive feelings towards the brands at the top of the rankings, according to one statistic.
Michael Woodhead, managing director of E.ON's sustainable energy business, said: "What's clear from this study is that companies can't be blase or take for granted that consumers won't take any notice of how they fare," Click Green reported.
The news comes shortly after the Carbon Trust Advisory released its Business of Energy Efficiency report, which found finance directors are dramatically underestimating the returns seen from green investments.