© Inger Kærgaard

A mainstream concern: ®

FSC Global Consumer Research Highlights

Background and objectives Our goals The FSC commissioned this research to better understand the global mainstream consumer. As part of our research we asked some general questions, the answers from which we are sharing here. • Profiles global mainstream consumers in terms of their green habits/values and purchasing habits • Looks at loyalty to green brands • Looks at influence of for profit brands on purchasing of FSC certified products • Looks at barriers to green behavior

GfK consumer segmentation The Global Green Consumer Classification Scheme segment consumers by their green attitudes/behaviors via GfK’s global Green Gauge® segmentation. Green Gauge is calibrated to address cultural differences in the green category. It also provides diagnostics for nearly 20 green behaviors and attitudes.

Study design: 11 MARKETS

937

904 908

906

923

536 927

455

924

909

910

Maximum of 75 % urban in Brazil, South Africa, India and China

9 000+ RESPONDENTS Age:

21-64

35

%

65

%

Minimum 100 women with kids at home

Data for this study were collected from September 12 - 19, 2013, via online interviews sourced from opt-in online panels, using an online consumer sample that excluded the Green Gauge Jaded segment and that met all quota and respondent qualification criteria for the study.

GfK Green Gauge

THE SEVEN DIMENSIONS OF GREEN CONCERNS

1. Concerns/ Seriousness of environmental issues

ATTITUDES

2. Attitudes towards environmental responsibility

The GfK Green Gauge Global Segmentation algorithm was used to clasify participants in this research. This approach profiles people broadly on multiple dimensions of green attitudes and behaviors.

3. Barriers to green living

BEHAVIORS

4. Attitudes towards green products

5. Consumption decisions

6. Activism

7. Information seeking and influence

Segment definitions: 5 green consumer segments

The greenest segment. This group shows the highest concern for the environment, and they put their money where their mouth is when it comes to green behavior.

Many of these people are located in markets where green has long been on the national agenda (mostly the developed world). As a result they show a high degree of concern for the environment, but some of their behaviors lack.

A group that exists almost exclusively in the developing world. They have the desire, but lack the means and know-how to be more green. Given the right tools, these people could climb the environmental ladder and become Green inDeeds.

“Green” to this group is a status symbol. The environment is only skin deep to them. They are less likely to have core green values, but they will participate if it means they can display their green badge of honor.

They do things that are expected of them like recycling and conserving energy/water, but many of the “harder” behaviours are still at or below global norms.

A cynical an skeptical group. This group claims to be knowledgeable about the environment but is less concerned about itand does not want issues to stand in the way of economic progress. Some may have rejected the “green movement”, and even be overly horsile towards it. The proportion of Jaded consumers in the markets being tested is between 4 to 45 percent, underscoring the importance of using a culturally-balanced segmentation scheme to classify customers when conducting global research. In this survey Jaded consumers were screened out - as such our sample reflects consumers in each country who assign at least some importance to environmental issues.

Green inDeed on the seven dimensions of green

Least concerned Least Responsibitly

Most Barriers

Least Accepting

Least Consideration

Least Activism

Least Informed

CONCERNS

ATTITUDES TOWARDS RESPONSIBILITY

BARRIERS TO GREEN

ATTITUDES TOWARDS GREEN PRODUCTS

CONSUMPTION DECISIONS

CONSUMPTION ACTIVISM

INFORMATION SEEKING AND INFLUENCE

Most concerned

Most Responsibiity

Fewest Barriers

Most Accepting

Most Consideration

Most Activism

Most Informed

Carbon Cultured on the seven dimensions of green

Least concerned Least Responsibitly

Most Barriers

Least Accepting

Least Consideration

Least Activism

Least Informed

CONCERNS

Most concerned

ATTITUDES TOWARDS RESPONSIBILITY

BARRIERS TO GREEN

Most Responsibiity

Fewest Barriers

ATTITUDES TOWARDS GREEN PRODUCTS

CONSUMPTION DECISIONS

Most Accepting

Most Consideration

CONSUMPTION ACTIVISM

INFORMATION SEEKING AND INFLUENCE

Most Activism

Most Informed

Green in Need on the seven dimensions of green

Least concerned Least Responsibitly

Most Barriers

Least Accepting

Least Consideration

Least Activism

Least Informed

CONCERNS

ATTITUDES TOWARDS RESPONSIBILITY

BARRIERS TO GREEN

ATTITUDES TOWARDS GREEN PRODUCTS

CONSUMPTION DECISIONS

CONSUMPTION ACTIVISM

INFORMATION SEEKING AND INFLUENCE

Most concerned

Most Responsibiity

Fewest Barriers

Most Accepting

Most Consideration

Most Activism

Most Informed

Glamour Green on the seven dimensions of green

Least concerned Least Responsibitly

Most Barriers

Least Accepting

Least Consideration

Least Activism

Least Informed

CONCERNS

ATTITUDES TOWARDS RESPONSIBILITY

BARRIERS TO GREEN

ATTITUDES TOWARDS GREEN PRODUCTS

CONSUMPTION DECISIONS

CONSUMPTION ACTIVISM

INFORMATION SEEKING AND INFLUENCE

Most concerned

Most Responsibiity

Fewest Barriers

Most Accepting

Most Consideration

Most Activism

Most Informed

FSC study: GfK Green Gauge segments by country Brazil

Germany

24 %

China

South Africa

23 %

32 % 45 %

50 %

14 %

40 %

37 %

43 % 16 %

2%

12 %

Spain

21 %

Australia

35 %

34 %

24 %

9% 9% India

UK

31 %

31 %

34 %

27 %

31 %

54 % 28 %

3%

12 %

34 %

1%

4%

40 %

2%

France

Hong Kong

Japan 18 %

23 %

27 %

45 %

41 % 29 %

62 %

13 %

32 %

3% 2%

Very few countries have meaningful numbers of the Green in Need segments.

5%

Green inDeed (3,084)

Green in Need (591)

Carbon Cultured (2,161)

Glamour Green (3,403)

FSC study: GfK Green Gauge segments by country

Europe: Closer balance between Green inDeed, Carbon Cultured, and Glamour Green.

France

Spain

Germany

27 %

32 %

35 %

45 %

41 % 29 %

2%

21 %

UK

3%

2%

28 %

27 %

31 %

34 %

40 %

2%

Hong Kong

China

Brazil

24 %

14 % 12 %

Green inDeed

India

23 % 50 %

40 %

31 %

43 % 62 %

13 %

9% 9%

Carbon Cultured

3%

Green in Need

Glamour Green

54 % 12 %

4%

Developing countries: Majority of respondents fall into Green inDeed and Glamour Green, thus exhibiting stronger green behaviors and attitudes whether genuinely committed or as a skin-deep badge of honor.

CONSUMERS ARE CONCERNED ABOUT THE ENVIRONMENT

© Helder Almeida

Consumers are concerned: Global level

The majority of consumers around the world find both environmental pollution and global climate change/global warming a high concern.

ENVIRONMENTAL POLLUTION 14 %

3%

15 %

84 Extremely or very serious Somewhat serious Not very or not at all serious

GLOBAL CLIMATE CHANGE/ GLOBAL WARMING

%

84 % find environmental pollution extremely or very serious

3%

82

%

82 % find global climate change/ global warming extremely or very serious

Q: Using a scale from 1 to 5, where “1” means “Not at all serious” and “5” means “Extremely serious”, please rate how serious a problem you think each of the following issues is? Base = Total (9,239)

Consumers are concerned: Country level Environmental pollution Global Climate Change/ Global Warming

Europeans set the average for belief in the seriousness of environmental pollution and climate change. Asians show the least concern, while people in Brazil, South Africa and India are most concerned.

7272 6565 6060 5656

5555

5050

4848 46 46 46 46 4040

4545 4242

39393939 3838 3737

2626 1717

Brazil Brazil Brazil

South Africa

India

ABOVE AVERAGE CONCERN Numbers show % Extremely Serious Concern

Spain

France Germany

AVERAGE CONCERN

UK

Australia

Japan

2727

3131 2626

2020

Hong Kong

China

BELOW AVERAGE CONCERN

HOW DO CONSUMERS ACT UPON THIS CONCERN?

© gpointstudio

Consumer actions: Everyday life Conserve energy

Conserve water

Recycle

84 84 84

78 78 78

75 75 75

84 84 84 84

78 78 78 78

75 75 75 75

Consider green when purchasing

84 84 84 52 52 52

Use green transportation

78 78 78 51 51 51

Use greener home/car energy

75 75 75 47 47 47

Talk about it

40 40 40

52 52 52 52

51 51 51 51

47 47 47 47

40 40 40 40

52 52 52 25 25 25

51 51 51 20 20 20

47 47 47 19 19 19

40 40 40

Research co. practices

25 25 25 25 25 25 25

Volunteer

20 20 20 20 20 20 20

Contribute money

Consumers respond to their concerns about pollution and climate change by acting green. However, the motivation is highest if the green behavior is easily incorporated into their everyday life and routine.

Q: Please indicate how often you or someone in your household does it:

19 19 19 19

All or most of the time

19 19 19

Almost never or never

Some of the time

Numbers show % All or most of the time. Base = Total (9,239)

Consumer actions: Everyday life TOP ACTIONS

Green behavior is more likely if the consumer gains a direct benefit. Green actions are least likely when the consumer has to invest time and energy into the behaviour.

Conserve energy

84 84 84

Conserve water

84 84 84

78 78 78

75 75 75

52 52 52

51 51 51

47 47 47

Research co. practices

52 52 52

78 78 78

51 51 51

Volunteer

Recycle

75 75 75

Contribute money

47 47 47

25 25 25

20 20 20

19 19 19

25 25 25

20 20 20

19 19 19

BOTTOM ACTIONS

40 40 40 40 40 40

Numbers shown % All or most of the time.

Consumer actions: Purchase behavior

Globally, most consumers believe their purchases can make a difference and many intend to increase their ecospending in the next year.

59

%

I am willing to pay more for ecofriendly/green products.

76

%

The purchasing choices I make can make a difference to the environment.

60

%

I plan to spend more on eco-friendly/ green products in the next year.

Q: Please tell us how much you agree or disagree with each of the following statements. Base = Total (9,239)

53

%

I am less likely to switch to brands when a product is ecofriendly/green than when a product is not.

Furthermore, the majority of consumers are willing to pay more for eco-friendly products and are less likely to switch brands, when the product is green.

Numbers show % Agree Somewhat/Strongly

Consumer actions: Purchase behavior

88

79

88 71

73 79 63

71

63

74

73 50

49

56 49

9 63

71

63

74

73

49

56 50 49 50

56

48

55

74

48

I am willing to pay more for eco-friendly products.

Green inDeed (3,084)

48

55

56

62 56

I plan to spend more on ecofriendly/green products in the next year.

The purchasing choices I make can make a difference to the environment.

73

50

56

74

Carbon Cultured (2,161)

56 55 55 48

62 56

62 46

51 48 46 48

51

62 inDeed Green 51believe 51 consumers 48 48 46 46 most in the impact of eco-conscious spending, are most willing to pay more for eco-friendly products, and plan to increase eco-spending in the next year.

Carbon Cultured consumers are least likely to spend more or increase spending on eco-friendly products.

I am less likely to switch brands when a product is eco-friendly/green than when a product is not.

Green in Need (591)

Glamour Green (3,403)

Numbers show % Agree Somewhat/Strongly

WHO IS RESPONSIBLE FOR FIXING THE PROBLEM?

© FSC Denmark

Responsibility and barriers to being green

80 Br

%

of consumers strongly or slighty agree that companies should be responsible for fixing the problem.

d n a

55

%

42

%

Being green is too expensive.

The government should address the problem.

28

%

I am too busy.

21

%

Familiy rejects eco-friendly products.

51

%

29

%

I don’t know how to do more.

80

55

51

42

29

Eco-friendly products don’t work as well.

25

39

%

28

28

25

28

21

29

25

First comes economic security.

27

28 43 33

13 7

18

31

46

50 Agree strongly or slighty Neither

22 Disagree slighty or strongly

Green numbers show % Strongly/Slighty Agree. Q: How much do you agree or disagree with each of these statements regarding your lifestyle and attitudes toward the envrionment, please use a scale where “1” means “disagree strongly” and “5” means “agree strongly”. Base = Total (9,239)

Consumers trust varies

50

%

44

%

Awards and recognition by independent third party sources

Certification seals are the most trusted source of information on a product’s level of environmental and social responsibility.

20

of consumers fully trust certification seals or labels on products packaging.

34

%

Consumer reviews, ratings, blogs or message boards

43

%

Friends, family or co-workers

34

26

%

of consumers fully trust company advertising.

22

%

Media reports

%

Company website or a company’s Facebook page

50

%

44

32

CSR or sustainability reports

Government information or reports

31

5

49

7

43

52 5

34

57

9

34

56

10

53

32

%

44

31

%

Statements made on product packaging

59 61

26 22

61

20 Fully trust

60 May or may not trust

15 10 13 18 20

DO NOT trust

Green numbers show % Fully Trust. Q: How much do you trust each of the following sources to inform you about whether or not a product is environmentally friendly and socially responsible? (“I fully trust this source” to “I do not trust this source at all”. Base = Total (9,239)

Impact of ENGOs and for-profit brands on the FSC label

69

%

63

%

65

%

would trust the FSC label more when endorsed by non-profit organisation WWF

would trust the FSC label more when endorsed by for-profit organisation HP

Surprisingly, when it comes to building consumer trust for-profit brands show to be as influential as nonprofit ENGOs.

64

%

would trust the FSC label more when endorsed by non-profit organisation Greenpeace

would trust the FSC label more when endorsed by for-profit organisation Kleenex

Respondents rated from a list of preselected options on a three point positive influence scale.

Numbers shown are in percentage.

Q: If you learned that the Forest Stewardship Council was endorsed by each of the following, how would that relationship influence you to look for the FSC seal on products? / Q: The Forest Stewardship Council certifies a number of brands and retailers. They support the FSC’s efforts to encourage more responsible forest management. If you learned that these brands and retailers offer FSC-certified products, how would that influence your feelings toward the Forest Stweardship Council? Base = Total (9,239)

Summary

1 2 3

Consumers are highly concerned about environmental pollution and global warming/global climate change. And they want to do their part by purchasing ‘green’ products. Consumers believe that companies are responsible for solving environmental challenges, but have high distrust for companies specific messaging on this topic. Consumers trust is highest for certification seals or labels on product packaging, which tell them if the product is environmentally and socially responsible.

4 5 6

Consumers report that trusted and well-known brands can positively influence their green purchasing decisions.

The credibility of a certification seal together with the consumer equity of a trusted brand equals an influence that is greater than either group can exercise alone.

Telling the FSC story in conjunction with a trusted brand makes it easy for shoppers to be confident that the company is taking care of the environment.

© FSC Germany

Let’s talk... If you would like to collaborate or discuss working with FSC to achieve your sustainability goals please contact:  Marcelle Peuckert, Business Development Director [email protected] Carla Tavares, Marketing Manager [email protected] © Uwe Sayer

Forest Stewardship Council®

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