A new study by The Regeneration Roadmap finds that consumers are rethinking consumption with sustainability in mind. According to The Regeneration Consumer Study, two-thirds of consumers in six countries say that “as a society, we need to consume a lot less to improve the environment for future generations” (66%), and that they feel “a sense of responsibility to purchase products that are good for the environment and society” (65%). The findings are based on an online survey of 6,224 consumers across Brazil, China, India, Germany, the United Kingdom and the United States conducted in September and October 2012.
The affinity toward sustainable consumption is being led by consumers in developing markets (Brazil, China, India), who are more than twice as likely as their counterparts in developed markets (Germany, UK, US) to report purchasing products because of environmental and social benefits (51% to 22%, respectively), being willing to pay more for sustainable products (60% to 26%) and encouraging others to buy from companies that are socially and environmentally responsible (70% to 34%).
However, significant barriers to sustainable purchasing remain for consumers across all markets, including perceptions of product performance, high prices, skepticism about product claims and a lack of knowledge about what makes a product socially or environmentally responsible.
“Our economy and natural environment are facing unprecedented stresses as scarce resources are stretched to meet growing needs,” said Mark Lee, Executive Director at SustainAbility. “Through the Regeneration Consumer Study, we are revealing how consumer attitudes, behaviors and collaboration can help enterprising brands as they work to innovate smarter, safer, cleaner and greener solutions.”
About the Study
Developed by BBMG, GlobeScan and SustainAbility, The Regeneration Consumer Study is an in-depth online survey of consumer attitudes, motivations and behaviors relating to sustainable consumption among 6,224 respondents across six major international markets (Brazil, China, Germany, India, the United Kingdom and the United States) conducted in September and October 2012.
The study is part of the The Regeneration Roadmap, a collaborative and multi-faceted thought leadership initiative designed to engage the private sector in advancing sustainable development by improving sustainability strategy, increasing credibility and delivering results at greater speed and scale.
The Regeneration Consumer Study is sponsored by Brown-Forman, Campbell Soup Company, Itau, L’Oréal, Shell and Starbucks.