Ecolabelling has appeal

Sellers using ecolabels backed with the right information could make as many as 85% of New Zealanders more likely to buy a product.

Huge numbers of New Zealanders are considering how sustainable products are before they buy them, according to a new nationwide ShapeNZ survey of 1811 consumers.

The weighted nationwide online survey, with a maximum margin of error of ±2.3%, shows the top rating factors people consider before buying a product include it being:

• local (59%)
• eco friendly (57%)
• fair trade (55%)
• environmentally sensitive (55%)
• lowest cost or price (54%) and
• socially responsible (37%)
• organic (29%)

A product’s low carbon intensity is considered by 17%, while just 2% don’t care and 3% don’t know.

When asked to select just one factor, the most important is:

• price (46%), followed by
• local and eco friendly (both 11%)
• environmentally responsible (10%)
• fair trade (7%)
• socially responsible (7%) and
• organic (2%)

The results indicate huge market opportunities for organisations selling products which are environmentally and socially responsible - and price competitive, according to Peter Neilson, Chief Executive of the New Zealand Business Council for Sustainable Development, which commissioned the research.

The survey also highlights the huge influence being exerted on people’s choices of sustainable products by customers’ own experiences and knowledge of the product or service, and brand trust.

The top five influencers are: personal experience 64%, own knowledge 44%, trusted brand 41%, friends’ recommendations 35%, news reviews highlighting advantages 20%. Only 2% say they are influenced by famous people or celebrities’ endorsement.

Ecolabels certifying environmental friendliness can also make New Zealanders 29% more likely to buy a product. Another 56% say it depends on the label and how much background information they know about the label (for example, if the labels’ claims are certified, not just marketing).

The results indicate if sellers use ecolabels backed with authentic information this could make as many as 85% more likely to buy.

“There is immense power in not only producing authentically sustainable products and services - but taking them to market complete with evidence backing the claims - and getting this information to consumers. Brand trust, another major factor, is enhanced by this behaviour,” Neilson says.

“Kiwis will buy the right things if sellers inform them. This is the big opportunity, the big challenge. Given no other information, price drives just over half the buying decisions. But producing environmentally and socially acceptable products and services can provide major market advantages.”

Eco-friendliness is most important to 18- to 24-year-olds, cost to 24- to 34-year-olds, environmental sensitivity and eco friendliness to 35- to 54-year-olds, local to 55- to 65-year-olds, eco-friendliness and fair trade to those 65 or older.

Women are more likely to consider environmental and social aspects of a product before buying. Households on higher incomes ($70,000+ a year) are more likely to consider environmental sensitivity and local when buying, while households on lower incomes consider price and environmental sensitivity.

Households earning between $30,001 and $50,000 are the most price sensitive (49% compared with 46% for all when given a choice of one attribute only), and households on $200,000+ a year are least price sensitive (38%).

The survey results are weighted by age, gender, ethnicity, personal income, employment status and party vote 2008 to provide a representative sample of the national population.

The survey was conducted in association with Fairfax Media in support of its Sustainable 60 Awards.