Monday, 18 November 2013
FSC presents consumer attitude survey results at global brand conference
FSC presented its research findings on consumer attitudes towards environmentally responsible products today at an international conference on sustainable brands in London
FSC’s participation in Sustainable Brands London results from a comprehensive, global study of consumer attitudes on sustainable brands, conducted by GfK in 11 countries. The study aimed to profile the green values and purchasing habits of global mainstream consumers; investigate loyalty to green brands; look at the influence of for-profit brands on purchasing of FSC certified products; and investigate barriers to green behavior.
FSC’s Business Development Director, Marcelle Peuckert, hailed FSC’s participation in Sustainable Brands London as a strong indication of the global recognition of the FSC trademark as a trusted mark of forest products sourced through responsibly-managed forestry practices.
“With this research, FSC has gained crucial insights that demonstrate what we can all be doing to better reach global consumers and encourage more sustainable consumption habits. Ensuring the health of our forests is the planet's best defense against climate change, and consumers have told us clearly that partnering with for-profit brands to share this message can be good for people, the planet and the bottom line,” said Ms. Peuckert.
The research found many of the world’s consumers laid the responsibility of solving the global environmental crisis mostly at the door of businesses. In addition, consumers better trusted companies’ environmental claims when they were backed up by certification marks indicating products were responsibly sourced. Similarly, certification marks were more compelling to consumers when they were endorsed by every day, trusted brands.
The research showed that 80% of consumers strongly or slightly agreed that companies should be responsible for fixing the environment. The credibility of a certification seal together with the consumer equity of a trusted brand equaled an influence that was greater than either group could exercise alone.
Other findings included:
The FSC presentation was delivered by Etienne McManus-White, Chief Marketing Officer of FSC United States in a plenary session on 18 November 2013. The research results may be viewed here.