What motivates consumers to make
ethically conscious decisions?
A breakdown of
how UK adults and Guardian readers approach sustainability
Jo
Confino and Ozoda Muminova for the Guardian Professional Network
Fri 12 Aug 2011
14.08 BST First published on Fri 12 Aug 2011 14.08 BST
People
shopping on Regent Street, in central London. Photograph: Dominic Lipinski/PA
There is a
hunger for information from companies that are seeking to understand how to
build their businesses on the back of being more sustainable.
Major brands in
particular say they are keen to build trust in their products by becoming more
environmentally and ethically conscious but are prepared only to invest if they
can see it will add to the bottom line.
But while there
is an enormous body of knowledge on how to encourage customers to consume more,
there remains far less understanding about what motivates them to make more
ethical choices, especially during what is likely to be a prolonged period of
economic austerity.
This is why new
ethical living research conducted in the UK by YouGov, and replicated by
Guardian News & Media (GNM) among its own panel of readers, makes
interesting reading.
Advertisement
One source of
optimism comes from confirmation that the economic downturn has not dented
people's desire to minimise their impact on the environment and their spend on
ethical products.
What is also
clear is that behaviour change is possible, with basic environmentally friendly
actions, such as switching off unused lights, recycling and washing at 40
degrees or lower now deeply ingrained. For example, virtually all those over 16
years old undertake at least one environmental or ethical action regularly.
The purchase of
ethical products with high awareness and broad appeal, like fair trade and
locally produced goods, is also on the rise.
But the very
scale of the issues that are being faced, especially around climate change,
makes many individuals feel powerless and therefore reduces their belief that
their own behaviour can make a meaningful difference.
Only 47% of UK
adults believe that individual efforts to limit their own impact on climate
change are worthwhile, although this rises to 70% of readers and users of the
Guardian and Observer, who tend to be more eco-conscious.
The research
further shows that 40% of UK adults think that pollution from other countries
makes our efforts irrelevant, falling to 17% among the GNM audience.
The study
mirrors other recent research that shows that consumers are not prepared to pay
a premium for more ethical goods and services.
More than that,
more complex or expensive purchases such as solar panels, electric vehicles,
travelling by train abroad and ethical loans remain beyond the means or desires
of the majority.
Given these
limitations, how can companies generate demand and communicate their ethical
messages more effectively?
One issue is
paramount. Quality remains the main influencer of choice regardless of whether
a product or service is ethical. Also key is the availability of ethical
choices, with 69% of UK adults (93% of GNM's audience) keen to buy ethical
clothing if it was more widely stocked.
What the
research shows clearly is that while there are a few areas where there are
similarities in ethical behaviour among a broad range of consumers, in the
majority of cases there is no silver bullet; companies need to take a nuanced
and tailored approach.
First the
common ground. Waste has become an issue that even skeptics can embrace. There
is also increased demand for more transparency and accountability from
companies. For example, 86% of the GNM audience like buying products from
companies that give something back to society and 84% think that companies
should be penalised for failing to care for the environment.
But beyond
these limited areas, there is a great deal of difference in consumers' approach
to sustainability.
In an attempt
to make some sense of this, the GNM survey of 1,000 readers and online users
segments the respondents into four categories:
Committed 41% of GNM audience:
• Strong sense
of personal responsibility in dealing with climate change
• Do everything
they can to live ethically
• Have a strong
sense of urgency
• Highly aware
and understand environmental and ethical concepts
• Influence
others
Followers 23% of GNM audience:
• Feel a
growing pressure to change the way they live
• Believe in
individual efforts in dealing with climate change, but think there may also be
a bigger solution
• Undertake
many ethical actions, but can be inspired to do even more
Confused 23% of GNM audience:
• They do what
is asked of them, but feel they don't fully understand ethical concepts
• Not totally
sure how much difference individual efforts make and tend to believe that
scientists will find a solution to tackle climate change
• Feel
responsibility lies primarily with the government and businesses
Questioners 13% of GNM audience
• Believe that
individual efforts in dealing with climate change are irrelevant because of
major pollution from other countries and businesses not doing enough
• Undertake
ethical actions that benefit them and their immediate community
How can this
breakdown of the data help companies? For a car manufacturer seeking to promote
greener vehicles, for example, concerns over the environment will be the
primary reason for the Committed and Followers, while of most significant
interest to the Confused and Questioners will be fuel savings.
For a retailer,
food provenance is important for the Committed primarily for environmental
reasons, while Questioners are more concerned about supporting British farmers.
The YouGov and
GNM surveys suggest that ethical behaviour will grow, as people are willing to
look for more information on ethical living and seek more sustainable
alternatives. The most effective way brands can support this movement is by
providing availability, visibility, affordability, quality and clear
communication around ethical products and services.
If you would
like more information on the YouGov and Guardian research then please contact ozoda.muminova@guardian.co.uk
(https://www.theguardian.com/sustainable-business/motivates-consumers-environmental-ethical-decisions.accessed 22/08/2019)
No comments:
Post a Comment