Global Insight Study Shows Disconnect Between Consumer Intention and Behaviour

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23rd November 2012 16:33 - Retail

 

Market research in line with Black Friday by the firms BBMG and SustainAbility has revealed some interesting insights into consumers – what people say and what people when shopping do can be very different.

The Rethinking Consumption survey questioned 6,224 consumers across Brazil, China, India, Germany, the UK and the US.

Overall, it was discovered that the majority of people are calling for more sustainable products, however they are not willing to compromise on cost and performance to have them. Thus there is a quandary when it comes to retail brands figuring out how to drive consumer demand.

A total of 66% of the respondents globally agreed that as a society it is important to consume a lot less in order to help improve the environment for future generations. In addition, 65% said they feel a sense of responsibility to purchase products that are good for both society and the environment.

Despite these good intentions, the surveyants displayed remarkably contradictory behaviours as consumers. When asked why they weren't actually buying more responsible products, 75% of respondents said they would do so if a sustainable item performed as well as or better than the products they usually buy, while 70% claimed they didn’t agree that sustainable products should cost more. 

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