BuzzBack Market Research conducted a Project Green survey of 1,141 consumers living in the United States and the United Kingdom to determine how concerns over the environment and global warming may be influencing buying habits and how consumers live their lives.
While much of the news is good, the study found that only one in three consumers were familiar with the term sustainable and what it actually meant. The implication is that sustainable is a buzzword among industry, but not yet understood by consumers, proving that much more education is needed.
The study also found that 75 percent of respondents were “extremely/slightly” worried about global warming. However, U.K. residents have been more proactive than U.S. residents in taking action to address their worry. In the United Kingdom, approximately two-thirds of those who expressed concern about global warming had made changes to buying habits and lifestyle. In the United States, only half had made such a change. The results of the survey, completed prior to Earth Day (April 22, 2008) can be found at www.buzzback.com.