In my previous post I wrote about how complex it seems to be for a consumer to make green or sustainable purchase decisions. I thought that consumers were already quite conscious and aware about their purchase choices when it comes to environmental or sustainability issues. From a report “Europeans’ attitudes towards the issue of sustainable consumption and production” and from a research by Cone Communications about the American consumer behavior, I got some hints as to how right or wrong I was. Of course, these to studies are not the whole truth, but as I said, they give some hints.
According to the report “Europeans’ attitudes towards the issue of sustainable consumption and production” awareness about the environmental impacts of products bought or used is quite high.
And eco-labels play an important part when it comes to purchases. This tells that to me that my thinking was not that far off, people are getting closer to making more sustainable consumer choices.
Consumers also seem to want more eco-labels and how I interpret this graft is that they also want them to be simpler and more easily compared from product to another. Some light at end of a tunnel can be seen from the fact European Commission is paying attention to these matters, perhaps in the future the eco-labels are more cohesive in the Europe at least.