The Industrial Green Game Implications for Environmental Design and Management (1997) / Chapter Skim
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Consumer Perceptions of Environmentalism in the Triad
Consumer Perceptions of Environmentalism in the Triad
Pages 212-224
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From page 212... ...
The lack of uniformity in consumer concerns precludes the formulation and implementation of a truly global strategy for multinational companies. However, it is still indispensable to measure and monitor the level and content of consumer environmental concerns in the major Triad markets to answer the following questions: • How do environmental concerns vary by country and region?
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From page 213... ...
Europe: North-South Variance Even though Europe as early as 1972 adopted the "polluter pays" principle and has since issued over 150 environmental directives, there are still considerable variations in policy among the major markets, from the aggressive standards of Germany and Scandinavia to what has been called eco-backtracking in the United Kingdom and a general lag in Southern Europe. Even in the most advanced markets, the recent recession has had a negative effect on environmental progress.
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From page 214... ...
. Public attitudes in the United Kingdom show patterns similar to those in France: General political correctness contradicted by an unwillingness to back it through votes or "green premiums." The government's imposition of a valueadded tax on domestic fuels, seen as a tentative gesture toward an energy tax, drew sharp opposition, and there is no indication that the United Kingdom will adopt the German and U.S.
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From page 215... ...
The public in Japan is not the driving force of change that it is in Northern Europe. Although environmental concerns exist, they tend to be found in specific population segments and, most importantly, they do not often translate into individual action and translate even less into political activism.
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From page 216... ...
81 10 18 United Kingdom 75 10 0 Netherlands 68 7 21 Denmark 65 10 18 SOURCE: Gallup, 1992. Levels and Types of Environmental Concerns In the comprehensive, multicountry Health of the Planet survey conducted in 1992 in 22 countries, Germans (only western Germans were polled)
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From page 217... ...
Environmental concerns may have abated for two reasons: the relatively higher salience of recession, crime, and health care in the 1990s, and the fact that environmental action has now gone mainstream, partly shifting ecology from a hot issue to a core business activity. Purchase behavior as well as perceptions of advertising suggest increasing confusion about what constitutes a truly green brand or company.
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From page 218... ...
Americans' perceptions that they are inadequately educated about the environment is confirmed by several measures. As a follow-up to the 1990 study, in late 1991 Roper released a survey testing a nationwide cross section of nearly 2,000 adults on their "green point average." Faced with 10 questions on topics ranging from global warming to biodegradable plastic, Americans received an average of only 33 of a possible 100 points.
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From page 219... ...
Only 30 percent of Americans surveyed believed comparative environmental brand claims, but 54 percent trusted ads listing specific company actions in the environmental
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From page 220... ...
Roper in 1990 and Simmons in 1991 categorized five main clusters in the United States by commitment level. Both categorizations show a positive linkage between green commitment and higher-than-average income and education, as would be expected (Roper Organization, 1990; Simmons Market Research Bureau, 1992)
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From page 221... ...
CONSUMER PERCEPTIONS OF ENVIRONMENTALISM IN THE TRIAD 221 100% Basic browns 80% Grousers 60% Sprouts 40% Greenback 20% greens True-blue greens 0% 1990 1993 FIGURE 1 Earth's best friends. Since 1990, the three environmentally active groups have grown from 48 percent to 55 percent of all adults.
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From page 222... ...
Until recently, higher education was a strong male preserve, and males show lower levels of greenness than do females (Green Marketing Institute, 1994)
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From page 223... ...
, 1993. SOURCE: Green Marketing Institute, 1994.
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From page 224... ...
As environmentalism becomes mainstream, environmental behaviors may shift toward everyday household activities rather than highly visible political action. Environmental factors continue to affect brand-purchase decisions and company perceptions, but some ill-conceived, premature green claims made in recent years have led to a persistent skepticism concerning green advertising.
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