How Do Consumers Really Feel About Environmental Sustainability?

How Do Consumers Really Feel About Environmental Sustainability?

A recent survey reveals a new consumer trend and attitude towards environmentally sustainability and greenwashing by companies.

Yi Chen
  • 23 september 2011

This year, the Green Gauge study collected data from more than 2,000 respondents in the U.S. and revealed a shift in behaviour when it comes to being environmentally responsible. There’s a trend towards ‘simple and practical steps’, where 63% of consumers are using tap water instead of bottled water (up 5 points from 2008) and 39% are using reusable shopping bags as opposed to plastic ones (up by 11 points from 2008). Consumers are also more willing to believe and trust the company’s marketing claims regarding its environmental initiatives.

Nevertheless, the recent study also showed that consumers are placing less concerns on the environment. 41% of people agreed with the statement that ‘first comes economic security, then we can worry about environmental problems’ (up by 13 points from 2007). While only 33% said the environment is ‘very serious and should be a priority for everyone’ (down from 46% in 2007).

Since 1990, the Green Gauge survey has been conducted annually by market research company GfK. GfK surveys thousands of consumers in America to determine the general sentiments when it comes to environmental sustainability.



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