Three Quarters of Consumers Say Brands Have to Be Environmentally Responsible

Nuremberg, Germany (ots/PRNewswire) -

- Close to two thirds feel guilty when they do something that is not
environmentally friendly.
- The same number says they only buy products and services that appeal to their
beliefs, values or ideals.

With the 45th World Earth Day happening this week, GfK has
published survey findings showing how important environmental values
are to people internationally.

GfK asked 28,000 people across 23 countries about how strongly
they agree or disagree with specific statements. Over three quarters
(76 percent) agree that brands and companies have to be
environmentally responsible, while just short of two thirds (63
percent) say they feel guilty when they do something that is not
environmentally friendly and only buy products and services that
appeal to their beliefs, values or ideals.

This is in sharp contrast to the few who disagree with these
statements. Only six percent feel that brands do not have to be
environmentally responsible, 14 percent do not feel guilty when they
do something not environmentally friendly and 11 percent say they do
not only buy products and services that appeal to their beliefs.

With so much competition for consumers' money, everything that
brands can do to align with their customers will help them stand out
and win loyalty. Consumers want to feel good about how they spend
their money - and these findings indicate one way that brands can
tune in to that desire.

Brands have to be environmentally responsible

Internationally, over three quarters of women (78 percent) and
exactly three quarters of men (75 percent) agree that brands and
companies have to be environmentally responsible these days. This
includes almost three in ten (28 percent) who agree strongly with
that statement, with women again slightly ahead of men at 29 percent
versus 26 percent.

When it comes to different age groups, there is a fairly even
distribution of those in overall agreement, with the 30-39 year olds
slightly ahead at 80 percent, followed by 40-49 year olds (78
percent) and those aged 60 and over (77 percent). The youngest age
group (15-19 year olds) boast over two thirds (69 percent) agreeing
with the statement - so, although they come behind the other age
groups, a clear majority is still saying that brands and companies
have to be environmentally responsible. The age groups that show the
highest numbers saying that they agree strongly with this statement,
however, are the 50-59 (31 percent) and 40-49 year olds (30 percent).

Looking at individual countries, consumers in India and Indonesia
express the highest overall agreement with this statement (94 and 93
percent respectively). And even in those countries with the lowest
levels of agreement - Japan at 58 percent and Sweden at 62 percent -
we are still seeing well over half of their consumers backing this
statement. The countries that show the greatest intensity of support
(those agreeing strongly that brands have to be environmentally
responsible) are Brazil with 47 percent, Turkey with 46 percent and
Russia with 40 percent of consumers.

Feeling guilty

On the question of personal responsibility, nearly two thirds (63
percent) of consumers internationally say they feel guilty when they
do something that is not environmentally friendly - including 17
percent who agree strongly that that is the case. This is again
slightly led by women, at 64 percent agreeing in total and 18 percent
agreeing strongly, compared to men at 61 percent in total and 15
percent agreeing strongly.

The breakdown by age groups shows a very even spread, ranging from
58 percent of those aged 50 and over agreeing that they feel guilty
when they do something that is not environmentally friendly, up to 65
percent of all those aged 20-39. A point to note is that 15-19 year
olds show the highest percentage strongly agreeing that they
personally feel guilty when they do something that is not
environmentally friendly (18 percent). This indicates greater
awareness amongst teenagers than previous generations that protecting
the environment is a personal responsibility.

When it comes to countries, India and Indonesia again lead for
numbers feeling guilty when they do something not environmentally
sound, standing at 85 and 83 percent respectively - while South Korea
(41 percent), Poland (38 percent) and Sweden (37 percent) bring up
the rear. But it is in India and Brazil (both 35 percent) where we
see the greatest percentage of people giving the strongest agreement
about green guilt.

Only buy things that appeal to beliefs

Men and women are absolutely level (63 percent each) in agreeing
that they only buy products and services that appeal to their
beliefs, values or ideals. But women are slightly more likely to say
they agree strongly with this statement, at 17 percent compared to
men's 15 percent.

The split across age groups is slightly more varied, with around
two thirds of 30-39 year olds (68 percent) and 20-29 year olds (65
percent) agreeing overall, compared to 57 percent of 15-19 year olds
and those aged 60 or over. When it comes to giving strong agreement
that they only buy products and services that appeal to their
beliefs, the 40-49 year olds take the lead with 18 percent, compared
to all the other age groups with 15 percent each.

The breakdown by countries yet again shows India and Indonesia in
the lead - but this time India is well ahead, with 94 percent
agreeing overall while Indonesia follows with 78 percent, equal with
Ukraine. India also has significantly higher percentage agreeing
strongly that they only buy products and services that appeal to
their beliefs, standing at 47 percent, compared to the next closest
country, South Africa, at 31 percent.

View GfK's infographics:http://www.gfk.com/news-and-events/press-r
oom/press-releases/Pages/Consumers-say-brands-have-to-be-environmenta
lly-responsible.aspx

About the study

GfK interviewed over 28,000 people aged 15 or older in 23
countries, either online or face-to-face, in summer 2014. The
countries included are Argentina, Australia, Belgium, Brazil, Canada,
China, France, Germany, India, Indonesia, Italy, Japan, Mexico,
Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, UK,
Ukraine and USA.

Press Contact

Amanda Martin
Global PR
+44-7919-624-688
press@gfk.com

Stefan Gerhardt
Global PR
+49-911-395-4440
press@gfk.com

ots Originaltext: GfK SE
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