British people do not trust firms to keep green vows

Consumers believe businesses will use the recession as an excuse to row back on pledges on environmental and social behaviour, a report warns today.

Only a third of Britons trust companies to honour corporate and social responsibility commitments made in the past, with the costs of such promises seen as an easy target for cuts during the downturn, the survey for consultancy OgilvyEarth found.

But the poll also suggests that businesses which do go back on their word are likely to pay a price for doing so, with shoppers not minded to give companies any leeway. Nearly 40 per cent of respondents were more concerned about social and environmental issues than a year ago, OgilvyEarth said. "When buying products and services, 29 per cent [of respondents said they were] paying more attention to the credentials of products and services they buy than 12 months ago," it added.