Green – and Not So Green – Consumers

Global Survey Report

About This Report

Dec 2012

Passport Survey explores consumers’ valuation of ‘green’ features in products and services, trust in ‘green’ labels, and willingness to pay more for ‘green’ features. Results are based on responses to Euromonitor’s flagship survey, the Annual Study 2011, which reached out to 16,000 consumers in 8 countries.

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Green – and Not So Green – Consumers

Consumers’ understandings of what “green” labels really mean, as well as their trust in the accuracy of those labels, contributes to their perceptions of “green” features in products and services.
In combination with their personal beliefs and cultural surroundings, those “green” features as understood by consumers become more or less important in purchasing decisions.
Valuing “green” features is, in turn, the best predictor of willingness to pay more to obtain such features however, on a macro scale, economic conditions and regional differences also contribute to consumers’ valuation of “green” features and their readiness to pay a “green” premium.


Green – and Not So Green – Consumers
Main questions
Model of influences on consumers’ “green” purchasing decisions


Green credentials o verview
Trust in all green claims could be higher
Green attributes are important, but are not primary considerations
Consumers in developing markets are more green-minded


Green wallets o verview
Not all green features are worth paying a premium price
Green-minded consumers are more likely than others to pay more
Economic context
Cultural beliefs
Key answers


Why Euromonitor’s Annual Survey matters
Why Euromonitor’s Annual Survey is unique
Overview of methodology
Online sampling
Overview of respondents (~2,000 per country)