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Study: Ecological or “green” products and solutions are aspirational for 7 out of 10 Romanians
Reveal Marketing Research in collaboration with BIC, CIPRA Association, Kaufland Romania, PRO TV, Stefanini Group and Volkswagen Romania conducted the second edition of the national barometer on the perceptions, attitudes and behaviours of Romanians related to sustainability and how they have evolved compared to the similar study conducted in August 2022, in a context in which this topic is increasingly important in contemporary society.
Understanding of sustainability is incomplete and generally includes environmental and ecological considerations
The results of the barometer conducted by Reveal Marketing Research show that the environmental dimension of sustainability is more important in Romanians’ perceptions than the social or economic implications. So in the mindset of Romanian consumers, sustainability is mainly about using resources responsibly (30%) – in particular by reducing waste and recycling, caring for nature and endangered species (14%) and taking measures to reduce pollution and carbon emissions (11%).
Romanians are more aware and informed about sustainability issues, while openness to behavioural change shows no increase compared to last year
More than 70% of Romanians believe that solutions to the sustainability problems of today’s society require concentrated efforts from both citizens and public and private institutions.
Compared to last year’s evaluation, there has been an increase in the level of awareness of sustainability among the population, but this has not increased the level of interest in adopting a sustainable lifestyle. Thus, 75% have noticed that sustainability is talked about more often lately (vs. 71% in 2022), while 74% say they are interested in leading a sustainable lifestyle (similar to the percentage in 2022).
In the view of Romanians, the protection of the environment (51%), the depletion of available resources (45%), the climate changes of recent years (42%), the reduction of waste (40%) and the impact on the quality of life (26%) are the main motivations behind adopting a sustainable model in everyday life.
Moreover, the study data shows that impact on quality of life (14%) and previous experience with the company’s products/services (14%) are the main attributes when choosing a product, after price (15%).
In terms of barriers to adopting environmentally responsible behaviours we find people’s lack of trust in products and services presented as truly sustainable (60% vs. 53% in 2022), high costs of sustainable products (59% vs. 65% in 2022) and habituation to current lifestyles (56%). Compared to the 2022 barometer results, higher costs and lack of interest in sustainability (51% vs. 60% in 2022) are no longer the main barriers to adopting sustainable practices.
Marius Luican, CEO of Reveal Marketing Research:
“We see that the general trends reflect a growing awareness of the need to protect the environment, but at the same time we are facing increasing uncertainties about the real impact of sustainable products and practices. The erosion of consumer confidence can be due to many reasons. For example, given the economic vulnerability that most Romanians are currently experiencing and the perceived higher prices of sustainable products, they may wonder whether these costs really justify the benefits of sustainability.
Also, lack of information or contradictory information in the media, lack of clarity about labels or production processes, the perception of giving up quality or comfort or simply indifference to the subject are factors or concerns that fuel consumer distrust. Overcoming this barrier therefore requires transparency, credible evidence and public education on the impact of sustainable products on the environment and the general well-being of the individual.”
Ecological products are aspirational, but perceived as still more difficult to access than conventional alternatives
The data of the study show that 7 out of 10 Romanians express their interest in having a sustainable lifestyle, the main perceptions associated with ecological products being represented by the benefits brought to health (70%), protecting the environment (69%) and by the fact that they are easy to identified in stores (62%). However, price is a major impediment, with only 38% finding green products affordable, while 53% say they are harder to find.
Turning our attention to the most popular sustainable behaviors adopted by Romanians, we find that 74% use reusable bags, 73% collect recyclable waste separately and take it to the containers for recycling, and 62% read the information on the packaging.
The main challenge for companies and organisations is to become active and credible promoters of sustainable practices in the marketplace
Digital transformation has changed the way companies do business, integrating processes, models and interaction with partners and employees.
Companies are perceived to be increasingly interested in reducing the negative effects of their activities on the environment through various sustainability initiatives and measures, and 44% of Romanians believe that by using more environmentally friendly technologies and processes in their activities companies and organisations can encourage eco-friendly initiatives in Romania.
Providing incentives and facilities for sustainable projects (43%), as well as developing and promoting sustainable products and services (42%), or organising environmental awareness and education campaigns (41%) are other initiatives that respondents consider appropriate.
For example, in terms of consumer behaviour, Young Professionals are more interested in adopting electric cars, with 33% of them driving one (compared to 22% of the total sample).
Regarding the top of the aspects that should be communicated and that have the potential to influence the purchase decision of Romanians, we find labels that show where products come from (71%), modification of product packaging to have a reduced impact on the environment (69%) , labels certifying the origin of the products’ materials (69%) and the manufacturing of the products through processes with low impact on the environment (69%).
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years..
Methodology: The Reveal Marketing Research study was conducted online between 08-14.08.2023, on a representative sample for the universe of 18+ internet users. The sample size was 1015 respondents and the maximum sampling error for the general target is +/-3,1% at 95% confidence level.