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Book-lovers and the Environment
Bookmarketing Market Reports (BML), Oct 2008, Pages: 32
The book industry has begun to accept the importance of adopting environmentally-friendly business practices and to take strides to reduce its carbon footprint. The BA/PA Environmental Action Group (EAG) and the Publishers Green Network (PGN) have called on publishers and booksellers to reduce their carbon emissions by at least 10% during the period covering January 2006 to December 2015. Meanwhile, members of the Publishers Green Network (PGN) have agreed upon the importance of measuring their UK operational carbon footprints as a precursor to committing to emissions reductions.
However, little has hitherto been done to explore consumer habits, levels of awareness and opinions about the environment relating to books. BML therefore decided to explore this consumer perspective, by undertaking a survey using its BookZone panel, expanding on questions that it had asked of the same panel in April 2007. While not a nationally representative sample, the BML BookZone panel provided a cost effective means of obtaining relevant data from a large sample of core book customers. The survey also incorporated questions from an expansive survey carried out by the Department for Environment Food and Rural Affairs (DEFRA) in 2007: Public Attitudes and Behaviours toward the Environment, in order to provide comparisons between book-lovers and a sample representative of the adult population in England.
RESEARCH OBJECTIVES
Within the context described above, the research sought to explore:
i) Book-lovers’ awareness and concern about the environment in general
- concern about environmental and ethical issues;
- knowledge about environmental issues;
- satisfaction with current level of ‘greenness’;
- awareness of ethical product certifications and logos;
- importance that products or services are ethical;
- how awareness and concern among book-lovers compares to wider population;
- how awareness and concern among book-lovers varies by sex & age.
ii) Book-lovers’ and environmental issues relating to books
- consideration of environmental issues when buying books;
- attitudes towards environmentally-friendly policies relating to books;
- whether downloaded or printed books considered more environmentally-friendly, and why;
- awareness of environmental practices in bookshops;
- how attitudes have changed between 2007 and 2008;
- how attitudes vary by sex and age, and by level of concern about climate change.
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