Marketing research

Reveal Marketing Research Study: Sustainability is not a trend, but the effect of real concerns

Reveal Marketing Research in collaboration with Coca-Cola HBC, Environ, HeidelbergCement Romania, La Fântâna, Leroy Merlin, Raiffeisen Bank, TRANSAVIA and Xella conducted a nationally representative study to understand how Romanians define the concept of “green” and to measure their sustainable behaviors. Understanding these perceptions is fundamental in a context where sustainability favors the emergence of certain typical consumer behaviors.

In response to the ever-increasing threat of depletion of the Earth’s resources, the United Nations proposes in 2015 an ambitious and universal agenda for the transformation of our world, which includes 17 Sustainable Development Goals (SDGs), with an implementation deadline. implemented by the year 2030. The goal of the 17 SDGs is to ensure a sustainable, prosperous and equitable life on the planet for all, now and in the future, and its achievement requires a series of initiatives that encompass the spheres ecological, social and political.

  • More than 70% of Romanians are interested in leading a sustainable life.
  • More than half of Romanians (54%) say they would be willing to pay more for products presented as sustainable.
  • 61% of Romanians consider ecological products to be of better quality than standard ones.

Romanians “translate” sustainability into ecological terms

The results of the latest study carried out by Reveal Marketing Research show that the ecological dimension of sustainability is much more important in the minds of Romanians than its social or political implications.

Therefore, according to Romanians, sustainability is understood through three pillars that repeatedly occupy prominent positions in the “translation” of the meaning of the concept: environmental protection, waste reduction, in particular through the recycling, and health.

Also, 60% of them believe that the frequent debates on sustainable development in recent times result from the increasingly important need to protect the planet, and not from companies’ strategies to improve their image (15%).

“Romanians are ready to make efforts to develop a sustainable way of life”

According to the results of the study, it can be said that Romanians are aware of the importance and the need to adopt a sustainable lifestyle. Thus, more than half of them even declare themselves ready to pay more for products promoted as sustainable (54%), and a share of 68% would be ready to change their way of life if this behavior contributed to protecting the environment. .

Marius Luican, CEO of Reveal Marketing Research:

“In the context where sustainability has become a subject of general interest, I have noticed that in addition to the expectations they have of brands, Romanians are willing to make efforts to develop a of sustainable living, at least at the declarative level. Among the main criteria important when choosing a product or service, its impact on the environment is the second most important attribute for respondents, after the price, but ahead of the importance of the characteristics of the product or service. service or previous experience.

About the desire for sustainable products – ideal, healthier but difficult to access

Currently, more than 70% of Romanian consumers express their interest in a sustainable lifestyle. For example, when it comes to choosing meat products, 77% consider it important that the company has a good reputation and that the animals are fed natural products.

A closer look at the results shows that Romanians trust eco-friendly products, with 61% saying they are better than standard. For example, 59% have a positive opinion on cement which contains reusable materials.

At the same time, green products are perceived to a small extent as affordable (37%), with health benefits most influencing the option to choose products from this category (79%).

In addition, 65% of respondents consider the high costs of sustainable products to be a barrier to lifestyle change, and 60% believe that a lack of interest in the subject of sustainability would prevent individuals from adopting these changes. .

Romanians who have started a family are more respectful of the environment

The different types of sustainable behaviors are more common among people with families, while young people and single people adopt sustainability at a declarative rather than a behavioral level.

Thus, more than 70% of family respondents say they use quite often to collect waste in different containers, specially arranged and labeled for the different categories, while only 58% of young Generation Z say this. The same trend can be observed in the case of the use of reusable bags, more than 75% of people in families use them against 60% of young people and single people.