Recently a study conducted by GfK, a Nuremberg-based market research company, has revealed that three-quarters of customers say brands have to be environmentally responsible, and consumers in India and Indonesia top this table. The findings of the survey stress on how environmental values are important to people internationally. According to the study, two-thirds feel guilty when they do something that is not environment-friendly and the same number of people claim to buy products and services that appeal to their beliefs, value or ideals.
For the survey, GfK asked over 28,000 people aged 15 or older across 23 countries about how strongly they agree with specific statements. Consumers in India and Indonesia express the highest overall agreement with environmentally-responsible products with 94% and 93%, respectively. These two countries also lead in consumer numbers who feel guilty when something is not environmentally sound, standing at 85% and 83% respectively, followed by South Korea (41%), Poland (38%) and Sweden (37%).
Over three-quarters, i.e. 76% agree that brands and companies have to be environmentally responsible, while only 6% feel that brands do not have to be environmentally responsible. “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 whom they spend their money with – and these findings indicate one way that brands can tune in to that desire,” states GfK in the report
