London ( CNN ) -- The European head of consumer goods giant Unilever believes that improving the company 's environmental practices could help double its sales , such is the appetite from customers from sustainably-made products . Jan Zijderveld , the Anglo-Dutch conglomerate 's president of Europe , said there was a clear demand from consumers for `` green '' products . `` What they want is products from a company where they know that the company makes the products responsibly , '' he said . `` When they buy PG Tips they know that the tea is grown from sustainable plantations , they know that the way we make it and produce is in the most responsible ( way ) possible . '' He said the days were gone when consumers were driven by low prices alone . `` The funny thing is that for the consumer , 'good value ' does n't necessarily mean 'cheap . ' '' He rejected the suggestion that Unilever 's environmental focus was simply `` greenwashing , '' saying it was `` part of our European heritage to build a decent business that is rooted in society and does the right thing . '' While cynics might doubt the company 's ability to make good on ambitious plans to double the business while halving its environmental footprint , he believed Unilever could be a world-leading example of corporate responsibility . `` We will prove to the world that this is the right plan and this is also the right sustainable plan for business . '' Read also : BT CEO : Smartphones and tablets transforming workplace . While the company had strong global credentials , having operated in Asia for more than a century , it had recently been extending further into emerging markets such as Russia . `` As a global enterprise we really have to look at where the opportunities are , and that is where the people are , where the population growth is , where the economies are growing and the consumption is still low , '' he said . He saw opportunities for the future in Russia , China , Vietnam , Pakistan , Bangladesh , as well as in African markets , `` because in many of these countries the consumption is lower , they are not consuming many of the fast-moving consumer goods we sell . '' The emerging markets compared favorably to Europe in their attitudes toward business , he said . `` The environment is much more pro-business ... they understand that business is a force for good . Business generates new products , it generates jobs , it pays taxes , '' he said . `` It is a lot easier to do business in the emerging world -- it is a lot more proactive , it is less bureaucratic . '' He felt there was `` too much negativism '' towards business in Europe , and said he would like to see a cultural and policy shift to create a more dynamic , innovative business sector . `` To get the innovation through takes too long , to get approvals through takes too long , so things are just too slow and too bureaucratic , '' he said . `` If we want to reinvent this continent and make it creative , growing and dynamic , you need to loosen it up a little , give it some fresh air ... Europe needs a little bit of a spring clean to be able to innovate again and grow again . ''
Unilever 's new head plans to grow the company by stengthening green technology . He says consumers do n't simply want the cheapest products , but ones made responsibly . The American markets are more environment - friendly than Europe , he says . Europe is in need of a ` ` spring clean '' to encourage innovation and growth .