Comfort matters more to consumers than protecting the environment?

A 1000-respondent representative online survey by NMS Hungary has revealed that environmental protection is important for 67 percent of Hungarians. At the same time, the concept of sustainability and sustainable development causes confusion among consumers: only 37 percent of respondents made a connection between these concepts and the environment. It is noteworthy that the topic of the environment and sustainability are less important for 18-35 year old Hungarians than for those who are older than 36 years.

Adrienn Dorogi
senior researcher
NMS Hungary

It turned out that 80 percent of the survey’s participants collect waste selectively. More people do so in Budapest than in the country. Being environmentally conscious isn’t only about managing waste, for instance 70 percent of the population try to avoid unnecessary water use, 67 use energy saving household equipment, 55 percent give away or sell the clothes that they don’t need any more, and 39 percent try to use their car as rarely as possible. It seems to be a more difficult task to change the buying habits of people: 45 percent try to avoid unnecessary packaging materials, but only every sixth shopper spends money on natural washing and cleaning products or organic food.

No less than 89 percent of shoppers said it was likely or very likely that they would do more for sustainable development in the future. Still, only 56 percent plan to purchase more eco-friendly products, in spite of the fact that they think their biggest contribution to having a greener planet can be using less energy and producing less waste. Only 32 percent reckon they will switch from driving their own car to using public transport. Although 54 percent of respondents said they expect eco-friendly solutions from product manufacturers, they can accept it if this isn’t the most important factor in the innovation strategy of a product’s manufacturer. 39 percent of shoppers said it is very important for them to buy green products and in the future they would be willing to pay maximum 26 percent more for such products.

Attila Seres
client service manager
NMS Hungary

It seems that the Plastic Free July initiative has reached its goal, as 60 percent of the population heard about it and 46 percent took part in it. What is more, the majority said they would do their best to keep their newly formed green habits. Most people try to cut down on packaging material use by bringing their own bags or boxes. Unfortunately the responses suggest that consumers aren’t willing to give unp buying the products they know and like for something similar in a greener format, e.g. in glass or paper packaging. The majority of respondents feel they don’t have the time for buying packaging-free products – if the retailer they frequent sells only packaged products, they might have bad feelings but they will buy them because they are convenient.

Statistical data show that in theory Hungarians care about the environment, but in practice they only take those steps which require no real effort – they don’t really want to change their buying habits. Consequently, the manufacturers of FMCG products and grocery stores have great responsibility in offering as many alternatives to customers as they can, making it possible for them to quit only the unnecessary packaging materials, and not their favourite brands and stores. //