– New research from Grundig, Europe’s leading full range manufacturer of home electronics, shows that 94% of consumers want to live a more sustainable life, but almost two thirds lack the time or aren’t sure how to do so
Research shows that 94% of consumers want to live a more sustainable life but almost two thirds lack the time or aren’t sure how to do so.
Sustainability is important to 97% of consumers across Europe, according to a July 2017 survey commissioned by Grundig and conducted by research firm Morar with over 3000 respondents across six European countries[1].
In addition, almost two thirds consider food waste to be a significant environmental issue, yet almost a third waste over 4kg of food per month, equivalent to six loaves of bread. In addition, 90% of consumers feel that they are concerned about the amount of food they waste, but that a lack of time and hectic lifestyle make changing habits difficult (56% of respondents).
Consumer attitudes to sustainable living across Europe
Almost three quarters of consumers want to reduce their food waste, with over half admitting that they throw away fruits and vegetables most often.
Consumers with children have an additional motive for reducing food waste: 84% said that it is very important to teach this to the children in their home, because they want them to live a sustainable home life (81%), learn to be responsible with money (63%) and learn to protect the environment (55%).
“Grundig commissioned this research study in order to further explore consumers’ attitudes to food waste and sustainability. Reducing food waste and helping consumers live more sustainable lives is at the heart of Grundig’s mission, and consequently product design. Grundig’s research showed that consumers have a strong desire to become more sustainable, and many consumers are trying to do this: 82% are doing some form of recycling, 75% aim to conserve energy and 74% say they are trying to reduce food waste. However, there is clearly a need and a desire for consumers to do much more to reduce overall energy consumption and environmental impact, and it is clear that consumers need convenient, simple and smart ways to reduce their environmental impact and eliminate food waste. This is where Grundig is working to make a difference,” said Zeynep Ozbil, Global Head of Communications, Arcelik Group, parent company of Grundig.
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1. France, the UK, Germany, Sweden, Turkey and Italy. The survey sample was evenly split across countries, geographies and age groups, with approximately equal numbers of males and females (1,464 and 1,576 respectively), respondents from each country (between 500 and 515 respondents for each) and respondents from each age group (18 – 34: 954 respondents, 35 – 49: 923 respondents, 50+: 1,163 respondents).
In summary: the key findings
In summary: further findings
Country-specific findings: Turkey
Country-specific findings: UK
Country-specific findings: Italy
Country-specific findings: Sweden
Country-specific findings: France
Country-specific findings: Germany
(Immediapress – Adnkronos
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