Recent Neilson survey found that while 69 percent of global online consumers say they are concerned about climate change/global warming (up from 66 percent in 2009, but down from 72 percent in 2007), concern for other environmental issues are taking a higher priority in the minds of consumers and are rising with greater intensity. Consumers do want the organizations to be sustainably oriented. 83 percent of global online consumers concur that it is important that companies implement programs to improve the environment. While they want organizations to follow sustainable practices, only 22 percent say they will pay more for an eco-friendly product. 76% said raw materials influence their decision on where to shop and what to buy. Willingness to pay extra for environmentally-friendly goods is highest in the Middle East/Africa, where one-third of consumers are willing and lowest in North America, where less than one sixth say they will pay extra for eco-friendly products. Many consumers reported a personal preference for eco-friendly goods, but large percentages of respondents using this as a low priority preference.
The study finds out that three out of four global consumers rated air pollution and water pollution as top concerns. This is an increase of six percentage points compared to 2009. But the areas where concern is mounting fastest among 73 percent of global online consumers is worry over the use of pesticides, packaging waste and water shortages, with reported concern increasing 16, 14 and 13 percentage points, respectively. While Climate change/global warming concerns falling in U.S. and uneven in China it is fast rising in India. The study found that 86% are concerend about climate change in India up from 80% in 2007.
The USA recorded one of the steepest declines in concern about climate change/global warming among global markets over the four-year period from 2007 to 2011, dropping 14 percentage points with, less than half of Americans (48%) saying they are concerned about climate change. This is in sharp difference to the concern across other regions of the world: Latin America (90%), Middle East/Africa (80%), Asia Pacific (72%), and Europe (68%). Latin Americans at 90% are the most concerned about climate change.
Dr. Maxwell T. Boykoff, Senior Visiting Research Associate, Environmental Change Institute, University of Oxford observed that focus on immediate worries such as job security, local school quality, crime and economic well-being have all diminished media attention for climate stories in the past two years. In the face of other pressing concerns, a public ‘caring capacity’ for climate change has been tested.
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64 percent of consumers, globally, indicated they believe organic products are good for the environment, there is wide regional disparity of opinion. Eighty percent of Latin Americans and 72 percent of Asia Pacific respondents think organic products are environmentally-friendly, but fewer people are convinced in Europe (58%), Middle East/Africa (57%), and North America (49%). Belief in the impact of “local” products is highest in North America, where 65 percent of consumers believe these products have a positive impact on the environment
Among other environmental and sustainability efforts manufacturers have taken, recycled packaging and energy efficient products are seen as the most broadly helpful. Fully 83 percent believe that manufacturers using recycled packaging and producing energy efficient products and appliances have a positive impact on the environment. Fewer consumers are convinced of the positive environmental impact of local products (59%), fair trade products (51%) and products not tested on animals (44%). Belief in the positive impact of “local” products is highest in North America, where 65 percent of consumers reported believing local goods have a positive impact on the environment.
Some of the key findings from the 2011 Green Brands Survey Conducted by WPP companies Cohn & Wolfe include the following:
More than 60 percent of consumers globally want to buy from environmentally responsible companies. Respondents in all eight countries surveyed indicate that they are willing to spend more on green products. In developed countries such as the US and the UK, roughly 20 percent of those surveyed would spend more than 10 percent extra on a green product. In developing countries, however, consumers say that green products have a higher inherent value. Ninety-five percent of Chinese consumers say they are willing to spend more on a product because it's green.
Eighteen percent of American and 20 percent of Australian consumers say the energy industry does the best job, while most respondents in Germany (19 percent), India (22 percent), China (33 percent) and Brazil (22 percent) cite the technology sector. In the UK, more than 21 percent of consumers say the grocery store industry is the top protector of the environment.
While personal care, grocery and household products are the industries with the greatest representation among the top 10 brands list, consumers in the US indicate that they intend to spend more money on green technology, energy and automotive products or services in the next year.
Other than price, the two biggest influences on purchase decisions are on-package messaging and prior experience with the product, both of which satisfy the consumer need to understand a benefit beyond 'saving the world.'
Sources:
http://www.nielsen.com/us/en/insights/press-room/2011/global-warming-cools-off-as-top-concern.html
http://www.cohnwolfe.com/en/ideas-insights/white-papers/green-brands-survey-2011
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Sunday, 04 September 2011
