Survey reveals increase in green consumer behaviour worldwide

The 'Greendex 2009: Consumer Choice and the Environment — A Worldwide Tracking Survey' is a comprehensive measure of consumer behavior in 65 areas relating to housing, transportation, food and consumer goods. Greendex 2009 ranks average consumers in 17 countries — up from 14 in 2008 — according to the environmental impact of their discretionary and nondiscretionary consumption patterns.

Like last year, the top-scoring consumers of 2009 are in the developing economies of India, Brazil and China; US and Canadian consumers again score lowest. Consumers registering the best year-on-year improvement in environmentally sustainable consumer behaviour are the Spanish, Germans, French and Australians, while Russians and Mexicans show the smallest increase. Brazilians are the only consumers measured in both 2008 and 2009 to show a decrease in their Greendex score.

First conducted in 2008, the Greendex survey was expanded in 2009, with the addition of Argentina, South Korea and Sweden to Australia, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Japan, Mexico, Russia, Spain and the United States. Seventeen thousand consumers were polled online (1000 in each country), answering questions that measured their behaviour in the areas of housing, transportation, food and consumption of goods.

Findings

Not surprisingly, respondents in most countries named the economy as their number one national issue, much more so than in 2008. But the results indicate that economic troubles may have worked to the environment's advantage in a number of instances — among those who reported that they reduced energy consumption at home over the past year, some 80% say that cost was one of the top two reasons they did so. And of those who say they reduced their consumption of fuel for motorised vehicles in the past year, nearly three-quarters cite cost as one of their top two reasons. Furthermore, majorities in four countries — Argentineans, Mexicans, South Koreans and Chinese — said that high fuel prices motivated them to change their transportation habits permanently due to fuel prices.

While, overall, consumers felt the economy was the most important issue facing their countries, consumers in many countries registered strong concern about the environment. Many said this concern was one of the top two reasons for recent behaviour changes. Fifty-five per cent of consumers across the 17 countries agreed they are "very concerned about environmental problems"; only 14% disagreed.

2009 Trends

Housing

Consumers in all surveyed countries registered significant improvements in their 2009 housing scores. This year's survey found that since 2008, consumers across many countries are now more likely to engage in energy-saving activities, such as adjusting thermostat settings, minimising their use of fresh water and washing laundry in cold water to save energy. This is due to both cost and environmental considerations.

Brazilians continue to be much more likely than other consumers to purchase renewable or 'green' electricity.

Transportation

Many consumers report decreased fuel consumption over the past year and say cost is the main reason. Among motorised vehicle drivers only, between three and eight in 10 across the countries surveyed agree that increased fuel prices caused at least a temporary change in their transportation habits — by driving less, increasing the amount they bike or walk, and/or carpooling. Additionally, Indian and Russian consumers claim public transportation is too crowded, Japanese attribute low usage of public transit to the high cost and Mexican consumers point to safety considerations.

Food

Indians, Australians and South Koreans top this index, though Indians' score dropped 4.5 points since last year. Countries in which the average consumer's food score improved the most were Germany, Australia and the United States; those whose scores dropped the most were in India, Brazil and Hungary.

Goods

Consumers in South Korea, Australia, Canada, the United States and many of the European countries surveyed report a decrease in consumption of everyday household goods over the past year. While seven in 10 of those who have reduced consumption of household goods cite cost as one of their main reasons, one-third say environmental concerns were their primary motivating factor.

The frequency of recycling has substantially increased in nine of the 14 tracking countries this year. Consumers in developed countries such as Australia, Canada, France, Germany and Great Britain tend to recycle most often. South Koreans and Russians are least likely to recycle.

Since 2008, the number of consumers who prefer to fix broken items rather than buy new ones has risen in six of the countries. There has been a rise in the number of consumers who prefer to buy second-hand items. This increase is seen in nearly half the countries surveyed.

Swedes are least likely to prefer disposable household products over re-usable items, while Indians, Argentineans, Mexicans and Brazilians are most likely to prefer disposable products.

See http://www.nationalgeographic.com/greendex for more details.