perspectives on ecolabelling of textiles Results from five European countries Marthe Hårvik Austgulen and Eivind Stø National Institute for Consumer Research SIFO ID: 327398
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Slide1
Consumer
perspectives on eco-labelling of textilesResults from five European countries
Marthe Hårvik Austgulen and Eivind StøNational Institute for Consumer Research (SIFO)Slide2
The role of the consumer
Eco-labels is presented as a solution to environmental challenges in the textile industry.Eco-labelling presupposes a relatively rational actor, able to seek and process information and willing to act upon that information.Consumers are ascribed roles as acting and morally responsible persons.Are European consumers ready to take on this responsibility? Slide3
Research questionsHow do consumers consider the relevant labelling schemes for textiles?What are the consumers’ attitudes and practices regarding eco-labelling of textiles?
Who do the consumers consider to be the responsible actors?Slide4
DataData from France, England, Norway, Sweden and Germany.Approximately 1000 respondents in each country.
Data collected through TNS’ web panels.Data collection period (14.03.12 – 21.03.12).Slide5
General attitudes“Labelling helps me make better choices when I am shopping”. Per cent proportions. (F= 13,795; p=.000, one-way ANOVA).Slide6
EU flower
Consumer associations with the official EU eco-label, the EU-Flower. Per cent proportions. N= 5186.Slide7
The Nordic Swan
Norwegian and Swedish consumers’ associations with the Nordic eco-label. Per cent proportions. N= 2088Slide8
Differences in gobal and national labels
Respondents are much more familiar with the national
labels than with the global labels
.Global labels are in general much
younger than national labels.
National labels have to a greater extent
been promoted by governments.The respondents
might also be more familiar with
the labels with a broad scope
thant the labels
that
are
exclusively
used
on
textiles
.
Respondents from Norway
are
least
aware
of
the
global
labels
. Respondents from Germany
seem to be most confident on the meaning of the
labels
.Slide9
Considerations when buying textiles
Think about the last time you were buying clothes for yourself or someone in your household. How concerned were you about the following aspects? Numbers shown are the percentage who answered that the respective interest is their first priority.Slide10
Allowed
for environmental considerations when buying clothes and textiles for yourself? Per cent proportions. N = 5165.Slide11
Considerations when buying textiles. Per cent proportions. Respondents answering “don’t know” have been excluded. Total N = 5076.Slide12
Political consumption?Respondents who argue that environmental considerations are important, also emphasises fair trade, health and to a certain extent quality.
Respondents who emphasise design also argue that price, colour and quality are important for them when buying textiles.Respondents from Sweden and Germany are the ones that claim to be most concerned about environment, fair trade and health.Slide13
Best strategies?
«Which of the following strategies do you think are the best for the environment, and which are the worst?”. Numbers shown are the percentage who answered that the respective strategy is best. Per cent proportions.Slide14
Availability
«I know where to shop if I want to buy eco-labelled clothes and textiles”. Per cent proportions. Total N = 5183.Slide15
Willingess to pay
«I am willing to pay more for the clothes and textiles that I buy for myself if I am guaranteed that they have been produced in an environmentally friendly manner”. Per cent proportions. N = 5175.Slide16
Responsibility“I think that I have a responsibility as a consumer to buy products that are as environmentally friendly as possible”. N= 5160.Slide17
“It
is primarily the government’s job to implement measures to address environmental concerns in the textile and clothing industry”. N = 5155.Slide18
“I
trust the textile and clothing industry to take environmental considerations into account when producing their goods”. N = 5166.Slide19
ConclusionsGeneral support towards eco-labels.Varying consumer knowledge about the relevant labels for textiles – global vs. regional/national labels.
German and Swedish respondents most concerned and knowledgeable.Women report to be more concerned than men.Environment is only one of severalimportant considerations.Respondents arguing that environmental considerations are important also emphasise fair trade
and health Slide20
A majority of the respondents in all countries argue that they have very much or quite a lot responsibility to buy products that is as environmentally friendly as possible. the respondents places a significant share of the responsibility on the governments even though they are ready to take action themselves. A moderate share of the respondents in all countries state that they trust the textile and clothing industry to take environmental considerations into account when producing their goods.
These results indicates that there is a need for regulation, either through traditional regulations policies which stipulate mandatory products or process standards, or through new environmental policy instruments like eco-labels. Slide21
Thank you for your attention!Marthe and Eivindmarthe.h.austgulen@sifo.no
eivind.sto@sifo.no