Market Research Logo

Germany Consumers and Sustainability 2014

Germany Consumers and Sustainability 2014

NMI's Sustainability Consumer Trends Database® is the industry's most comprehensive tool to measure consumers' integration of personal and planetary health across their lifestyles - from food and beverage to home care to durables and lifestyle activities. For the past 13 years, a wide range of clients have leveraged this insight to better understand their consumer target, develop new targets, and measure scores of attitudes and behaviors for those groups.

This Sustainability report is packed full of trends and analysis to help companies understand how these major cultural shifts identify opportunities for their business. Profiling the hottest consumer trends, this new December 2014 report offers over 80 pages of data and analysis, including charts, graphs, and illustrations comparing and contrasting consumer segments, demographic groups, product users, and more!

Germany 2014 ― Consumers and Sustainability is NMI's comprehensive report on the state of health and sustainability specifically in the country of Germany. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors in Germany on the topics of health, environmental friendliness, sustainability, and corporate accountability.

This country report uncovers insights unique to the German consumer base and examines the motivations and challenges which drive consumers to be more environmentally and socially responsible. In addition, the report reveals what they feel is their role and the role of those doing business in Germany. Global warming, water conservation, deforestation, pollution and waste reduction are top of mind for these consumers. Find out what else is on their minds.

A glimpse into the report...

  • The continued expansion of sustainability and environmental protection within Germany
  • How segments within the German population have differing points of view and how that understanding can help to formulate messaging
  • What types of products German consumers want to see in an environmental version
  • What social and environmental issues are of utmost importance to Germans
  • What are their health concerns and how do they influence desire for specific food attributes
  • What are German consumers interested in learning about what companies are doing regarding their social and environmental commitments
Germany – Sustainability Summary
  • Germans are highly engaged in the environmental and sustainable space; environmental and social responsibility are not thought of as transient ideals, but as foundational principles.
  • Understanding which environmental and social issues resonate with German consumers will allow industries to better communicate with this emerging target: global warming, water conservation, deforestation, pollution and waste reduction are high concerns.
  • German consumers continue to struggle to eat healthier than they used to, with food safety and genetically engineered food creating concern for the majority of Germans.
  • Even though the country is established with industrialized growth and global investment, Germany continues to strive toward more equal distribution of the economic wealth as Germans are very concerned about poverty and adequate savings for retirement.
  • German consumers exhibit high information seeking behavior regarding the environment; implementing educational initiatives should help boost brand understanding and trial; however, while Germans do care about the environment, price oftentimes dictates purchase.
  • Germans show moderate interest in environmentally-friendly versions of many products; understanding what specific benefits Germans consumers seek from e-friendly products will help to create a more impactful marketing strategy.
  • The German community is increasingly watchful of what companies are doing and how it affects the environment and society; having a strong and transparent corporate social responsibility strategy is crucial.
  • The German consumer feels their own government, foreign governments and corporations should be doing a better job in protecting the environment.
  • Skepticism does exist among Germans regarding the value of e-friendly products; even if quality, price and convenience are held equal, benefits will have to be made 'real' and relevant.
  • Eco-benefits should be clearly communicated on product packaging as product packaging is the source most used to find out environmental information.
  • Understanding segment similarities and differences within each country helps to align messaging to attract the best target segment.
Background & Methodology: Germany
  • NMI's initial global study surrounding health and sustainability was conducted in 2005; this research was conducted in 2010 and 2013 in Germany; both years are presented as comparison in this report.
  • The study was conducted online; data were weighted to age and gender.
  • Data were collected from approximately 1,000 respondents in both 2010 and 2013.
Segmentation
  • A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
  • These solutions are mutually exclusive and identify in each consumer segment the levels of influence and specific motivational and behavioral drivers across a multitude of factors.


Topic
Introduction
Background and Methodology
Germany: Snapshot of Sustainability
Sustainability Summary
Snapshot of Key Country Facts
Germany's Sustainability Segmentation and Profiles
Germany's Sustainability Segmentation: Overview
Germany's Lohas Profile
Germany's Naturalites Profile
Germany's Drifters Profile
Germany's Conventionals Profile
Germany's Unconcerneds Profile
Changes in Sustainability Segmentation
Sustainability Segments' Demographics
Profile of The Sustainable Mainstream
Environmental Attitudes and Behaviors
Attribute Fit with Environmentally-Friendly Lifestyle
Past, Present, Future Environmental Protection Involvement
Preference for Sustainably-Manufactured Products, Trended
Apathy with Environmental Issues
Social Influence/Pressure as Reason for Environmental Protection
Desire for Corporate Environmental and Social Leadership
Corporate Social Responsibility Impact on Product Purchase
Germany: Environmental and Social Concerns
Environmental Protection and Corporate Social Responsibility Concerns
Water Conservation Concerns
Biodiversity, Deforestation and Overfishing Awareness and Concerns
Pollution Concerns
Packaging and Waste Concerns
Reported Recycling of Various Materials (Plastic Bottles, Jars, Cans, etc.)
Poverty Concerns, Large and Small-Scale
Top Environmental Concerns
Top Social/Political Concerns
Social/Political/Economic Concerns
Change in Level of Social/Political, Environmental Concerns
Germany: Perspectives on Environmentally-Friendly Products
Interest in Environmentally-Friendly Product Versions
Change in Interest in Environmentally-Friendly Products
Price as a Driver of Environmentally-Friendly Products/Services
Sacrifices Made for Environmentally-Friendly Products
Most Important Stage to Reduce Environmental Impact
Environmentally-Friendly Product Purchase Barriers
Ownership and Usage of Various Energy-Conserving Products
Monetary Savings as a Barrier to Environmental Protection
Natural/Organic Household Product Purchases, Past 3 Months
Importance of Household Cleaning Product Attributes
Importance of Paper Product Attributes
Importance of Personal Care Product Attributes
Important Attributes Common Across Product Categories
Brands Purchased, Past 6 Months, by Sustainability Segments
Germany: Health Perspectives
Healthcare and Healthy Food Access Concerns
Interest in Corporate Health Initiatives
Healthy Eating Attitudes
Challenges to Healthy Eating
Label Reading Behaviors
Family Health as a Purchase Driver
Food Product Category Purchases, Past 3 Months
Food Attributes Purchase Drivers
Understanding of Plant-Based Packaging
Skepticism about Green/Eco-Friendly and Organic Products
Germany: Communicating Health and Sustainability
Green Seals/Certifications Purchase Influence
Recognition/Understanding of Green/Eco-Friendly Labels/Certifications
Purchase Impact of Various Seals/Certifications
Excess Packaging Perceptions
Influence of Corporate Values/Charitable Donations
Interest in Corporate Environmental and Health Initiatives
Desire for Third Party Endorsements
Information Preferred in Purchasing Eco-Friendly Products
Environmental Information Seeking and Personal Advocacy
Corporate Citizenship Perceptions
Environmental Leader Perceptions
Preferred Methods of Learning About Corporate Environmental and Social Initiatives
Product Selection as a Purchase Barrier to Environmentally-Friendly Products; Willingness to Pay a Premium for Environmentally-Friendly Products
Perceptions About Economic Development and Growth

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report