Attitudinal and value-based barriers that stand in front of a major transition to sustainability in industrialized economies.

1
Attitudinal and value-based barriers

that stand in front of a major transition to
sustainability
in industrialized economies. Igor
Matutinovic, GfK center for market research,
Zagreb, Croatia.
2
Green recovery...?
The US stimulus package 2009 789 billion out
of which 35 billion for clean and efficient
energy 18.8 billion for protection for water and
environment. In total 53.8 billion or 6.8.
Reduction of subsidies for solar energy (feed-in
tariffs) Spain, Italy,Germany, UK, vs. large
stimulus to car industry for cash for clunkers
program in Europe and in the US.
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Consumer Behavior Purchasing of Green Products
Across Regions in 2010
Globally, 30 Take the environment into account
when making purchase decisions all or most of the
time.
Roper Reports Worldwide 2010 (mixed mode short
trends, core 25 countries). QF3
4
New product launches that were green
4
Global new products with environmentally friendly
product and/or packaging claims
2009
2010
8
12
Source Industry sources in Roper Green Gauge
Global 2010.
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Conceptual framework
Our beliefs guide our desires and shape our
actions. Charles S. Pierce
Beliefs Values
Attitudes
Behavior
Worldview insitutions economic dynamics
Matutinovic, I. 2007. An Institutional Approach
to Sustainability a Historical Interplay of
Worldviews, Institutions and Technology. Journal
of Economic Issues, Vol XLI, No.4, 1109-1137.
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The core environmental values...
Ecology a complex of related values including
non-human habitat, biodiversity, wilderness, the
web of life (ecological interconnectedness).
Health human physical well-being is not easily
separated from environmental well-being. Outdoor,
wilderness, exercise, healthy diet, food safety
from toxic chemicals. We can add clean air,
water and land.
Sustainability long term viability of industrial
societies. Valuing needs of future generations,
reduced dependence on non-renewable resources,
minimization of human impact on the ecosystems
upon which we depend.
Paehlke, R. 1995. Environmental values for a
sustainable society the democratic challenge. In
Eds. Fischer, F. And Black, M., Greening
Environmental Policy The Politics of a
Sustainable Future. New York St. Martin Press,
129-144.
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Selection of observables
Beliefs Values
Attitudes
Behavior
Non-human habitat Biodiversity
Wilderness Reduction of dependence on
non-renewable resources Minimization of human
impact on the ecosystems upon which we
depend. Healthy air, land, water, and food
We worry about those things that we value...
Environmental protection (energy saving,
recycling, etc.) Consumption Transportation
Travelling
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Data collection
Consumers global, US, EU
Opinion polls
Two perspectives
Business leaders global
Data sources Eurobarometer 2008 GfK Roper Green
Gauge Global 2010 GfK Roper Report Worldwide
2009 Opinionpoll.com McKinsey 2010
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European Union attitudes towards the environment
Core Values
Sustainability
Health
We are much worried about health related effects
(10/15) but much less about causes!
Ecology
Health
Source Eurobarometer 2008
10
Core Environmental Values
Health
Ecology Sustainability
11
European Union environmental behavior
Behavior environmental protection,
consumption, travelling.
Low efforts separating waste saving energy and
water reducing use of disposable items.
High efforts using public transport, cycling
choosing locally produced products buying
green-labeled products using car less.
Source Eurobarometer 2008
12
Environmental behavior
High effort
Low effort
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Environmental Values-Behavior Matrix
Ecology Sustainability
Core environmental values
Health
High
Only one value and no high behavioral efforts in
the quadrant that indicates transition potentital
to a sustianable society!
Penetration

• Values
• Behavior

Values and behaviors are concentrated in the
Health/Low effort quadrant.
Low
Low effort
High effort
Behavior
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Global consumer study GfK Roper Green Gauge
Global 2010
Roper Report Worldwide 2009
14

• USA
• Canada
• Argentina
• Brazil
• Mexico
• France
• Germany
• Italy
• Spain
• Sweden
• Turkey
• UK
• Czech Republic
• Poland
• Romania
• Russia
• Egypt
• South Africa
• Australia

Global comparable view of consumersin 25 markets
2010 37,211 respondents, 15
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Top 10 Global concerns Green rising
15

1. Recession unemployment
2. Inflation high prices
3. Enough money to live right and pay the bills
4. Crime and lawlessness
5. Environmental pollution
6. Educational quality
7. Cost of healthcare
8. Wrongdoing by/corruption of elected government
   officials
9. The future of the retirement or pension plan
   provided by our government
10. Global climate change/global warming

1
Health
1
Sustainabiliy
Source GfK Roper Green Gauge Global 2010
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Top 3 Concerns Worldvide no critical mass for
change
16
Which 3 things are you personally most concerned
about today?
Health

• Environmental pollution

• Global climate change/Global warming

Sustainability

• 25

• 15

Roper Reports Worldwide 2010 (mixed-mode trend,
core 25 countries), A
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Economy vs the Environment The Economy Still
Weighs Heavy in the Minds of Many
Consumers Want Responsibility, But Not at the
Expense of Development!
Globally, 49 say First comes economic security
and well- being, then we can worry about
environmental problems (agree strongly/somewhat)
2 pts from 2009. The Increases are Generally in
the Developed World, which has been harder hit by
the global recession.
Roper Reports Worldwide 2010 (mixed mode short
trends, core 25 countries). QF3
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Economy vs the Environment USA
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"With which one of these statements about the environment and the economy do you most agree? Protection of the environment should be given priority, even at the risk of curbing economic growth. OR, Economic growth should be given priority, even if the environment suffers to some extent.
Health vs. Economic security and material
standard of living
Core Values
Source USA Today/Gallup Poll. May 24-25, 2010.
N1,049 adults nationwide. MoE 4 For years 1999
and 2010 the average of two waves is shown. For
2011 data retrived from http//www.gallup.com/pol
l/1615/environment.aspx
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Behavior environmental protection,
consumption, travelling.
Green Behaviours Worldwide
who have done in past 6 months
Conserved Energy 57
Conserved Water 54
Recycled 52
Took bags to shop 47
Look for products w/ env packaging 20
Talk to others 17
Avoid buying products 12
Changed traveling behavior 11
Volunteered 8
Contribute money 6
Used Environmentally friendly energy supplier 6
Contacted business / politicians 4
Researched 4
Low effort
High effort
and 63 believe they as individuals can
change little or nothing
Roper Report Worldwide 2009, QF1-2 (mixed mode)
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Conclusions
1. Our relative values and our atitudes towards
environment indicate that we are not ready yet to
embrace the green paradigm and life-styles.
Ready to save the world - but not yet
2. Our behavioral efforts are mostly of palitive
nature and trivial in its effects on environment.
We did not start yet to question seriously our
consumption habits and life-styles!
3. Demand for green products and services is
still confined to a niche. Industry response is
adequate to demand it is not pushing the
process towards sustainability, but merely
adapting to demand.
Do not expect green revolution in the
recovery/expansion period! Our
worldview has not changed enough yet....