Solving the problem of climate change was going to need more than a quick survey.
Public understanding and acceptance are recognized as critical issues shaping the successful implementation of renewable energy technologies like solar photovoltaic energy (SPV). Yet, this faces multiple challenges from low awareness and misperceptions to the lack of communication and reference background providing effective clues to prospect users. This presentation discusses how market research helped clients developing the first SPV venture in Brazil by identifying the public's myths and concerns, and testing reactions to their key communication tool: a solar eco-label.
Our research investigates and compares the environmental attitudes of shoppers across global markets. To this end, our paper ascertains the extent to which there are similarities or differences between country specific shopper perceptions toward environmentally friendly products and packaging. The paper includes results from our inquiry into the overall awareness that shoppers demonstrate when it comes to packaging and the environment on a country by country basis. Our paper also includes a country specific analysis of shoppers' attentiveness to environmental claims on packaging. We seek to shed light on what retail communication techniques are most effective in conveying environmental benefits to shoppers in a compelling way. Furthermore, the international insights we offer will guide efforts to adapt these techniques to suit specific countries and/or regions. Ultimately, our findings reveal what in-store techniques are actually working to activate shopper emotions with respect to environmental sensibilities. This information will aide marketers and designers in developing more environmentally friendly packaging that aligns with shopper sentiments and needs.
Recycling may have become the buzz word for liberal thinking western consumers. But is this case in less developed markets? What weight do consumers in countries such as Nigeria or Indonesia give to recycling in comparison to the other demands that fall upon them on a day-to-day basis? What of the humble mobile phone? Surely this can't be a drain on the earth's resources? Or can it? Each year well over a billion mobile phones are produced, along with millions of tons of packaging, paper and cardboard and peripherals such as headsets, chargers and cables. And how much of this is recycled? Can consumers bear to part with their old handsets or even their instruction manuals? How many millions of handsets are sitting in drawers around the world representing valuable resources than could be reused, recycled or donated to charities? In this paper we explore the link between attitudes and behaviour towards environmental issues amongst consumers in 13 developed and developing countries. We will look to understand the degree to which consumers recycle everyday goods, such as paper, glass and plastics, and where mobile phones stand in relation to other consumables. But most importantly we look at how Nokia the world's leading provider of mobile phones is minimising its impact on the environment and how it is engaging with consumers to make their products increasingly environmentally responsible and to raise awareness of how mobile phones can be recycled.
Issues such as sustainability, social responsibility, ethical and ecological correctness dominate the headlines and political agendas as well as brand vision workshops. And they also extend into the most intimate areas of peoples lives which, for example, is shown by the trend of eco-burials that is currently quite hip in Great Britain. this process has just begun and it probably won't end. permanent changes are occurring in the sense that peoples moral judgements are becoming more refined. A sophistication of our moral senses is unavoidable. for us, this is only the beginning of a massive increase of ethical styles, of different moral tribes.
This paper will touch on the following topics: the 'new consumer', how key trends in society, new cultural landscapes, and new ethics are interconnected and how they reflect the consumer's values, needs and expectations towards products, environments, brands, brand language and 'quality' in its broadest sense; how the needs, values, trends and expectations of the 'new consumer' refer directly or indirectly, to 'nature' and to 'natural elements' ; what meanings and contents are attributed to the 'natural dimension' today; and the challenges faced by industry.
This paper provides a psychological and economic analysis of the development of ecology in a free market as observed in Germany in the last decade. The problems involved in simply defining what ecology means and the resulting question of how to measure corresponding market shares are discussed. The analysis continues with recent findings about the purchasing process of products with special ecological quantities addressing the special meaning of social influence on decisions in that area. Further this paper offers a summary of the most important findings for planning in countries and companies which must face the question of how to make the beauty of nature and the nature of their business a happy couple again.