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Will a Desire to Protect the Environment Translate Into Action?
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Will a Desire to Protect the Environment Translate Into Action?

When it comes to being eco-friendly, online respondents in Asia-Pacific, Latin America and Middle East/Africa were the most receptive to making a difference, according to new findings from a Nielsen Global Survey. Conversely, North Americans were the least eco-minded compared with the rest of the world. Environment-friendly actions range from buying eco-responsible products regardless of price to reducing carbon footprints to save energy.

The Nielsen Global Survey of Consumer Shopping Behavior included more than 29,000 online respondents in 58 countries. The findings shine a light on how consumers shop and what drives category purchasing.

Thai, Indonesian, Vietnamese, Filipino and Chinese consumers were among the most environmentally minded and willing to pay higher prices for eco-friendly products. The majority of Indian and Vietnamese respondents (71%) somewhat/strongly agreed that they purchase more environmental products even if the price is higher. Likewise, the majority of Thai (76%), Indonesian (72%), and Filipino (68%) respondents said they would change their lifestyle in order to reduce their carbon footprint.

While the availability of environmentally-friendly products in the developing regions may make it difficult to convert attitudes into action, the survey results suggest a clear desire and willingness to do the right thing. Manufacturers and retailers who get the price and distribution equation right in these developing markets will have an eager audience at-the-ready. The findings also suggest that there’s more work to be done on the education front to better inform consumers about the benefits of conservation.

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For more detail and insight, download Nielsen’s New Wealth, New World report.

About the Global Survey Methodology

The findings are based on respondents with online access across 58 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration has not reached majority potential, audiences may be younger and more affluent than the general population of that country. Additionally, survey responses about purchasing habits are based on claimed behavior, rather than actual metered data.