Kantar company, TNS, has identified four distinct groups of
people while looking to understand the differing views held on
green issues and environmentally friendly products (EFPs). TNS's
new study 'Green Shoots' has found a clear divide on commitment to
EFPs, with Germany and the Nordic countries having the greatest
commitment and Italy, France and the UK the least.
The four TNS eco-segments are:
- Concerned Citizens (38%) - Willing to pay for EFPs but not 100%
convinced of their effectiveness.
- Price out (22%) - Highly price sensitive. Willing to pay but
can't afford to.
- Issue sceptics (22%) - Believe the dangers are overstated.
- Product sceptics (19%) - concerned but not convinced by
Sweden is the least sceptical country with the fewest issue and
product sceptics. But Germany, curiously given its strong green
credentials, tops the list of issue sceptics. The 'Green Shoots'
report highlights the fact that there are a lot of people who are
not entirely convinced about EFPs, even concerned citizens. In the
UK, 70% of people say they would like more information on the
environmental friendliness of brands. Also, 49% of UK people
questioned say they were not influenced by the environmental impact
of goods and services, because they did not come across information
about the environmental impact.
Source : Kantar TNS