In France, close to two thirds of people say that brands and companies must be environmentally responsible, while almost four in ten feel guilty when they do something that is not environmentally friendly. Possibly more critically for manufacturers and retailers is that three in ten will select one brand over another if it supports a cause they believe in.
Italy is a similar picture to France, with nearly two thirds saying brands and companies must be environmentally responsible and nearly three in ten selecting one brand over another if it supports a cause they believe in. However, for Italians, over half feel guilty when they do something that is not environmentally friendly.
Spain has by far the most shoppers (well over two thirds)who expect brands to be environmentally responsible, while just under half feel guilty when they do something non-green. As with Italy, nearly three in ten Spaniards will give preference to a brand that shares their values.
In Germany and UK, the markets are fairly close with just over half expecting brands to be environmentally responsible, around three in ten feeling guilty if they do something un-environmental, and two in ten selecting one brand over another because it supports a cause they believe in.
GfK Consumer Life 2020, top 2 boxes agreeing
