The MarketingCharts Staff presents a summary of the GfK survey of consumers in 23 countries who were questioned about their attitudes on environmental responsibility.
In the U.S. 66% of consumers agree that brands and companies have to be environmentally responsible. On a worldwide basis, 76% of consumers agree with this statement.
In terms of purchasing behavior, 54% of American consumers agree that they only buy products and services that appeal to their beliefs, values or ideals. 63% of global respondents also agree with this statement.
Despite skepticism about the environmental messages presented by brands, consumers have shown a willingness to pay a premium for products from socially responsible companies. GfK notes in their survey results, “with so much competition for consumers’ money, everything that brands can do to align with their customers will help them stand out and win loyalty.”
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