3.2.2 Section 2 Environmental knowledge
Table 3.2 Green knowledge Questions /
rating
How would you rate your knowledge on the ecology?*
«I feel concern with environmental problem»**
"Today seriousness of environmental problem is exaggerated"
|
1
|
2
|
3
|
4
|
5
|
Total
|
|
4,08%
|
21,50%
|
31,50%
|
35,60%
|
7,40%
|
100%
|
|
0,70%
|
15,50%
|
27%
|
35,10%
|
21,60%
|
100%
|
|
28,6%
|
31,3%
|
30,6%
|
8,9%
|
0,7%
|
100%
|
* For this question the rating 1 to 5 means: one almost nothing
is known about the ecology and five the person is an «expert» on this
topic.
** For all the following question the rating means: one strongly
disagree and five strongly agree with the sentence.
In this second section, the most important result is that the
majority of the respondents have a relatively good knowledge on the
«ecology» topic as respectively 35.6% and 31.5% rate their knowledge
four and three.
Link to those results, we can observe that the majority of the
respondents feel concerned with the environmental problems. Indeed, 21.6% are
strongly concerned with environmental problem
Therefore, only few respondents don't feel concerned at all
with environmental problems as only 0.7% strongly disagrees with this
affirmation. In addition, for most of the respondents environmental problems
are not exaggerated as only 0.7% strongly agree with it.
As a result, it appears that respondents seem to be aware of
the environment problems; however some of them have only little knowledge about
the ecology 21.5% or no knowledge at all 4.08%. Nevertheless this doesn't mean
that those persons are not concerned of environmental problems because only
0.7% are not concerned at all and 15.5% are less concerned.
The following question would allow the researcher to see what
ecology is for those who don't have strong knowledge upon this topic.
Fig 3.1: «If you don't know it well, what is ecology
for you?»
57%
32%
7%
3%
0%
1%
natural product healthy product vegetarian
diet
without pesticide
respectful of the environment
This graph allows the reader to see what ecology means for
those who don't have a clear definition of it. It clearly appears that for more
than the half of the respondents, 57%, ecological products mean respectful of
the environment; and for more than 32% it mean natural product.
Even if those respondents seem to not have strong knowledge on
this topic it is clear that they already have an idea of what it is as they
almost all answers they same answer, for only few of them ecological products
mean healthy product (7%), without pesticide for only 3% and diet products for
only 1%.
3.2.3 Section 3 Green consumption
Table 3.3 Green Consumption
Questions / rating
I'm aware of any products which are designed with environmental
issues in mind
I consider the effect on environment as a consumer before
purchasing
I think that buying green help fighting against environmental
problem
I think that companies develop sustainable product lines
primarily to attract new customers
I prefer eating wealthy even if it's more expensive
I will consider buying products because they are less
polluting
I plan to switch to a green version of a product
I will consider switching to other brands for ecological
reasons
I have already consider or bought green product
|
1
|
2
|
3
|
4
|
5
|
Total
|
|
3,40%
|
25,90%
|
32,00%
|
30,61%
|
8,20%
|
100%
|
|
15,70%
|
26,50%
|
39,50%
|
13%
|
5,40%
|
100%
|
|
6%
|
19,50%
|
26,20%
|
38,30%
|
10,10%
|
100%
|
|
8,10%
|
23,70%
|
23%
|
25%
|
20,30%
|
100%
|
|
4%
|
6,10%
|
23,70%
|
35,10%
|
31,10%
|
100%
|
|
5,50%
|
20,60%
|
28,10%
|
37%
|
9%
|
100%
|
|
10,10%
|
19%
|
32,40%
|
30,40%
|
8,10%
|
100%
|
|
9,50%
|
17,70%
|
28,60%
|
33,30%
|
10,90%
|
100%
|
|
8,10%
|
14,20%
|
13,50%
|
27,03%
|
37,16%
|
100%
|
In this board are summarized the answers of the question about
the consumption of green product. This was supposed to give an overview of the
feelings of the respondents upon those kinds of products.
With the collected data, the first observation that can be
made is that generally respondents are aware of products which are
«eco-friendly» as 30.6% strongly agree with it and, only 3.4% are not
aware at all.
In addition, most of the respondents don't consider the effect
on the environment before purchasing: only 5.4% are paying attention when 15.7%
don't. Therefore, there is a paradox because in the following question, the
majority of the interviewees think that buying green can help in the fight
against environmental problems, for 38.3% of them; so it appears that
respondents don't pay attention before purchasing but think that it could help
fighting environmental problems.
Moreover, link to the findings in the literature review; it
appears that respondents are septic against those products, as 20.3% strongly
agree with the fact that companies develop green products only to attract new
consumers, 25% agree and 23% neither agree or disagree. Nevertheless the
results are heterogeneous as 23.7% think that companies do not develop those
products in order to attract new customers.
It also clearly appears that interviewees prefer to eat
wealthy and better products even if it means spending more for it, 31.10%
strongly agree with it.
For the following question the answers are more contrasted. In
fact, it appears that globally the respondents are considered buying less
polluting products for 37%, switching to other brands for ecological reason for
33.3% of them and ready to change for a green version of the product for
30.40%. Nevertheless, despites all those results it also appears that even if
the majority of the interviewees are able to change their habits, a significant
amount, 19%, of them are not willing to switch to green products, 20.6% are not
willing to buy product that are less polluting. This is not really surprisingly
as many of the respondents still feel septic against those products and are not
willing to buy them.
The last question permits to know the proportion of
respondents which have already consider or consume green products. The result
is really significant as 37.16% of them have already consumed or bought green
products. Only 8.10% of the interviewees have never consider or bought those
kind of products.
The next three questions have permitted the researcher to get
insight about the habits of green consumers.
Fig 3.2 «When buying green which criteria seem the
most important?»
3% 17%
20%
29%
31%
the health
the environment protection
the quality
the efficiency
the natural aspect
This question allows the researcher to see what people are
looking for when they are buying green products. For this question, the
respondents had the choice between five criteria. It clearly appears that when
people are buying green products they are first looking for the protection of
their health (31%) the environment protection (29%) and finally the quality of
the product (20%).
They seem to pay less attention to the efficiency of the product
(3%).
Fig 3.3 «Where do you usually buy green
products?»
0 10 20 30 40 50
internet
health food store
Farmer's market
organic stores
smaller retailers
Supermarkets
13
3
4
21
26
45
After getting information about what people are looking for
when they are buying green, the researcher wanted to know where they are buying
green products, this would be useful in order to test the hypothesis about the
stores types.
With those results we can see that the majority of the
interviewees are buying green products in supermarkets, organic stores or
farmer's market.
Fig 3.4 «What kind of products are you
buying?»
20%
20%
6%
54%
Food
beauty
cleaning products baby products
With this question, the researcher could get insight about the
type consumed products. It clearly appear that respondents are generally
consuming food products, for 54% of them.
Fig 3.5 «If you don't buy green,
why?»
38%
1%
10%
8%
15%
28%
reduced performance don't trust it
not aware of those products
too expensive low quality
other
For this question, the researcher wanted to know why people
are not consuming green products. We could clearly observe that for the
majority, 38%, of the respondent they're not buying green products due to the
price, as those products are perceived as more expensive. The second most
important reason is again link to this feeling of scepticism, as 28% of the
respondents don't trust green products.
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