Study shows discrepancy between climate awareness and consumer reality

Climate change has long been on the minds of most consumers - but there is often a large gap between the realisation of the need for sustainable action and actual behaviour. Our study "Between climate awareness and consumer reality" gets to the bottom of this discrepancy.

The results show how differentiated consumers classify their own consumer behaviour and in which areas they are willing to adapt their consumer behaviour and what already influences their purchasing decisions. What is particularly exciting is that the majority of respondents signalled an interest in more transparency - through CO₂ labels or a personal CO₂ account - as support for climate-conscious action in everyday life.

• Industry differences
  The study looks at the areas of retail, consumer goods, telecommunications, media and technology. It shows in which product categories consumers are willing to change their consumption behaviour - and where they would even accept a surcharge for climate-friendly alternatives. Consumers' willingness to change their consumption behaviour is particularly high for electrical and household appliances, drugstore products and food, while it is lowest in the areas of finance and investments.

• Four types of sustainability - sustainability is relevant, but not the same for everyone
  Around a third of consumers consistently act sustainably. The majority exhibit selective, price- or convenience-driven behaviour. Based on the survey, four different types of sustainability can be distinguished - from the "convinced pioneers" to the "indifferent and sceptics".

• Transparency works: CO₂ labelling influences purchasing decisions
  73 per cent of consumers say that CO₂ labels influence their product choice. Curious for more insights?

Discover all the results and insights in our study to better understand consumer needs in the area of conflict between climate protection and consumer behaviour.