Ecological Sensitivity

United States
Overview
Americans are the least likely to suffer from "green guilt" about their environmental impact, despite trailing the rest of the world in sustainable behavior.

This fact is supplemented by findings from various reports and surveys:

1. Datamonitor Findings
Awareness: US consumers are aware of environmental problems and how human activities are contributing to them, with some 30-40% of consumers prioritizing a sustainable lifestyle. Reasons for ecological sensitivity The majority of US consumers undertaking green behaviors are doing so primarily in order to benefit the environment, to save money and to influence others. Non- Feasible Behavior Traveling in an environmentally friendly way seems to be particularly unfeasible for American consumers.

2. GfK Roper in its latest Green Gauge report

Green Car Facts Just 42 percent say they are willing to pay more for a "green" car, for instance, down from 62 percent in 2008. Only 60 percent consumers are willing to pay more for energy-efficient light bulbs, down from 70 percent in 2008

3. Greendex Report - 2012

In 2012 Greendex confirmed that Americans are the most confident that their individual actions can help the environment. Position: In 2012, Americans ranked last in sustainable behavior, as they have every year since 2008. Lack of acceptance: Just 21 percent of Americans reported feeling guilty about the impact they have on the environment, among the lowest of those surveyed Individual Ability In 2012, 47 percent had the most faith in an individual's ability to protect the environment

Factors explaining Ecological Sensitivity in Americans

Environmentally friendly behavior could be classified in peoples transportation patterns, household energy, and resource use, consumption of food and everyday consumer goods, and what consumers are doing to minimize the impact these activities have on the environment. Heres an insight on some of these patterns:

1. Transportation
Americans are ranked last in the area of transportation. Survey Results According to the Greendex report, Americans were the most likely to report regularly driving alone in a car or truck (56 percent) and the least likely to use public transportation (7 percent). Other Important Statistics Americans (7%) and Canadians (14%) are least likely to use public transportation every day or most days Americans are also least likely to bike or walk to their destination: Just 34 % say they do so often or always. Americans (31%) and Canadian consumers are most likely (30%) to drive minivans or SUVs

2. Resource utilization
Americans are also above average when it comes to recycling (69 percent) but are surpassed by Canadian, British, German, and Australian consumers

3. Everyday Consumer Goods

Many American consumers find it difficult to justify the price premium often associated with environmentally friendly products. They are most likely to respond to the extra cost if not justifying the value

4. Green Eating
In the United States focus is laid on organic food because there's a certification process in place that is set out by the U.S. Department of Agriculture. According to Greendex Survey: Still, only 37 percent of Americans eat the most vegetables --Still Americans does not prefer Green Eating Green" spending by U.S. Survey Results The subtext of the report: "Organic Buying, Other Behaviors Have Gone Mainstream But Green Purchasing Still Faces Price Barriers justifies this very fact Green Gauge - GfK's Survey The consumers surveyed said they're less willing to pay more for the most environmentally benign products in their categories Other Important statistics: GfK's researchers concluded that there are two main factors makings Americans less willing to pay more for green goods First, consumers perceive that prices are already higher for "green" and organic products, and they're in penny-pinching mode so can't afford them. Many Americans are skeptical about the environmental claims on green and organic goods

Conclusion: But what's more interesting is the extent to which American consumers have accepted the premise that they want to and need to be buying green goods as much as possible and the attention that they pay to the environmental chops of a product or brand

Germany
Overview
Awareness German consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their Lifestyles The vast majority of German consumers undertaking green behaviors are doing so primarily in order to benefit the environment, as opposed to receiving green tax credit from the government often associated with such behavioral change Preferable Population Segmentation Females and urban dwellers display the most sustainable behavior in atleast two sectors, and are therefore likely to be more receptive to green marketing campaigns

This fact is supplemented by findings from various reports and surveys:

1. Datamonitor Findings
A survey conducted by Datamonitor Group in 2008 revealed that 41% of German respondents felt it was important to live an ethical or sustainable lifestyle The same survey indicated that 77% of German respondents assigned much importance to protecting the environment. Despite the downturn, companies are still eager to be perceived as environmentally-friendly. Eco-claims made on new food and non-food packaged goods from around the world have nearly doubled in the last two years, according to Datamonitor

2. Environmental Technology Atlas from the Roland Berger consultancy

The results indicates that environmental technology will make up 16% of German industrial production by 2030 representing a fourfold increase since 2005

3. Euromonitor Forecasts
Germany has become the world's leading exporter of environmental technology

4. Research Paper by Aarhus University

The demand for environmentally friendly packaging in Germany - Findings The in-depth interview found that a large group of German consumers would strongly prefer and highly value an environmentally friendly packaging for cream cheese It also found that most respondents referred to their responsibility to others as the reason for preferring environmentally friendly packaging In this representative survey it is found that 95% of the German consumers spontaneously referred to packaging waste when they were asked about environmental threats from household waste

Factors explaining Ecological Sensitivity among Germans

Environmentally friendly behavior could be classified in peoples transportation patterns, household energy, and resource use, consumption of food and everyday consumer goods, and what consumers are doing to minimize the impact these activities have on the environment. Heres an insight on some of these patterns:

1. Housing
Greendex Survey Findings Heating Patterns: German consumers are the most likely to keep heating and cooling at low settings to save energy often or all the time (69%) Usage of Fresh Water: Brazilians and Germans are the most likely to report minimizing the use of fresh water often or all the time with 69%.

2. Resource utilization
81 per cent of German consumers most likely to recycle often or all of the time followed by are Canadian (83%), British (82%) Germany is also accelerating its efforts to become the worlds first industrial power to use 100% renewable energy, signaling to the German population that the preservation of the environment is essential

3. Everyday Consumer Goods

According to Agricultural and Agri- Foods report - February 2010 German consumers are increasingly keen to buy eco-friendly products as the interest in preserving the environment intensifies

4. Technology
Genetic Engineering While green technology generates positive and optimistic feelings about the future, Germans have met genetic engineering in agriculture with strong resistance

5. Food Consumption Patterns

Packaging /Branding of Food Datamonitor Survey: A survey conducted by Datamonitor in 2008, suggested that 46% of consumers in Germany agreed that they actively seek out environmentally friendly productsthese results raise the idea that packaging can provide an added 'ecofeel-good factor' by minimizing

environmental impacts

Ethical Food Concept of Eco-Nutrition The concept of eco-nutrition is connected to raising awareness among consumers about food miles, carbon footprints, and the environmental impact of air freighting as well as global food and water shortages. These issues are beginning to affect consumption patterns, particularly within the already sizeable health and wellness consumer segments found in Germany

6. Transportation
Promoting a Car- Free Lifestyle: Ever since the first buildings are planned, Vauban has been promoting a car-free lifestyle that is pretty unique for Germany, a country that produces some of the finest cars in the world. The residents at Quartier Vauban have managed to turn the neighborhood into a model for modern, urban, ecological living. Cars are kept on the outskirts of the living quarters, so the narrow streets become playgrounds for the kids and spaces for public interaction. Most of the residents don't even own cars. Those who have a car must buy space in a garage located about a five-minute walk away, and at $25,000 the space does not come cheap

France
Findings from various reports and surveys:

1. Datamonitor Findings
Awareness French consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their lifestyles Lifestyle The vast majority of French consumers undertaking green behaviors are doing so primarily in order to benefit the environment and save money Preference Patterns Females and senior citizens display the most sustainable behavior, and are therefore likely to be more receptive to green marketing campaigns

2. Intersperience Research Limited

13% of French respondents told they care passionately about environmental credentials, compared to only 5% of British surveyed When it comes to making hard decisions to part with cash, 50% of French consumers said that if two products appeared similar they would evaluate their environmental credentials to make their choice, compared to just 34% of British

Factors explaining Ecological Sensitivity among French Consumers

Environmentally friendly behavior could be classified in peoples transportation patterns, household energy, and resource use, consumption of food and everyday consumer goods, and what consumers are doing to minimize the impact these activities have on the environment. Heres an insight on some of these patterns

1. Green Foods
In 2008, French retailers back eco-friendly and organic products France's leading retailers also pledged to reduce their impact on the environment under an ambitious plan backed by the government.

2. Transportation
Green technology is the answer to the declining fortunes of France's auto industry, according to a new government plan to turn the sector around. Government Initiatives Rebate: The main part of the government's plan is to increase the rebates French consumers receive for buying an electric or hybrid car no matter who makes it. The government estimates that it expects to pay out around 500 million ($600 million) in such rebates next year Green Technology: Several hundred millions of euros of incentives will also be offered to carmakers and their suppliers, especially small companies that invest in green technology or create new jobs

United Kingdom
Findings from various reports and surveys:

1. Datamonitor Findings
Awareness UK consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their lifestyles Lifestyles A large number of the UK consumers are adopting green practices to benefit the environment as opposed to receiving green tax credit from the government often associated with such behavioral change Preferences by Population Segmentation Females, middle aged people and rural dwellers display the most sustainable behavior in Energy and Retail sectors, and are therefore likely to be more receptive to green marketing campaigns. But in Transport sector almost all demographic groups display similar trends

2. Green Appetites, by multinational insurance group RSA

While 47 per cent of UK consumers are willing to pay a green premium, 34 per cent said categorically that they were not and 14 per cent werent sure

3. The Energy Act 2011

On Oct. 18 2011, the Energy Act 2011 became law in the United Kingdom. The law establishes a new program called the Green Deal, which is designed to assist British consumers in financing energy efficiency upgrades to their homes. Through such upgrades, the Green Deal aims to help consumers cope with rising energy costs and help the United Kingdom meet its greenhouse gas reduction commitments

Factors explaining Ecological Sensitivity among Consumers in U.K.

1. Green Goods
Over a third (35 per cent) of UK consumers are willing to pay this much extra for an environmentally-friendly product or service only 11 per cent are willing to pay between five and 10 per cent and only one per cent are sufficiently committed to pay an environmental premium of more than a 10 per cent 2. Resource Utilization The vast majority (80 per cent) see the use of reusable plastic bags as a crucial environmental issue, for example.

3. Non Store Purchasing

according to new research from Interactive Media in Retail Group (IMRG), nearly 73% of shoppers in the United Kingdom think online buying is less damaging to the environment than shopping in stores, a 25% increase over last year

Future
In future, the UK consumers surveyed indicated that they are most likely to do their bit for the environment by buying energy efficient goods (74 per cent) and locally grown produce (58 per cent), they are less likely to go for renewable energy (41 per cent) and fuel efficient cars (32 per cent). Market Overview: But sales of organic food slumped by 14% to 1.7bn as cash-strapped shoppers opted for cheaper options. Ethical personal products, including clothing and cosmetics, were the fastest growing sector, increasing by 29% to reach 1.8bn. The market for green home products such as energy-efficient appliances grew by 8% in two years to reach 7.1bn

Conclusion:
This section comprises of few points that we analyzed during our course of research While tensions between the United States and Germany are rising rapidly because of fundamental disagreement on how to tackle global warming, how to protect the climate and how to save energy France records an identical 47 per cent of consumers prepared to pay an environmental premium, compared with 50 per cent in Sweden and 54 per cent in Germany. British buyers care significantly less about eco-friendly products than French and Swedish shoppers despite the best efforts of the green lobby

Sources
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