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Green and Ethical Consumer Market Assessment 2005
Description:
The markets for green and ethical goods form only a small percentage of total consumer expenditure, yet significant niche markets, particularly Fairtrade goods, are growing exponentially. The demand for ethical production and greater corporate responsibility is being channelled more effectively through consumer boycotts and more sophisticated campaigning by protest groups. Pressures from within commerce for more accountability and openness are evident in the rise in non-financial reporting schemes, which are allowing more transparency and monitoring of production — a prerequisite for ethical production. These two parallel movements, while short of transforming consumer markets, are creating conditions for a major revision in eco-friendly patterns of consumption.
In many senses, the emergent trend towards a convergence of the environmentalist and commercial agendas is replacing the focus on change through consumer boycotts alone. The consumer research conducted for this report demonstrates that price imperatives continue to win out as the key consumer purchasing factor. In effect, consumers are also turning away from green alternatives in markets as diverse as those for cars and detergents, because manufacturers have failed to develop products that can compete on price in the mainstream market. Consumers may wish to use their cars less and even purchase greener alternatives, but they are unwilling to pay excessively more to do so.
The influence of government legislation is crucial in advancing greener solutions; under the current Government, significant progress has not been possible, as legislation has been soft-pedalled in both transport and retailing. The Congestion Charge in London has demonstrated the legislative possibilities to curb negative environmental impacts, but the move was not backed by the Government. Moreover, successive planned increases in fuel tax have been withdrawn. In the retail sector, the Government has relied on voluntary agreements to regulate supermarkets' control of food production and has not taken strong action to break supermarket monopolies.
In many respects, trends in the holiday market exemplify some of the challenges of advancing the green and ethical agenda beyond the markets now recognised as very successful, e.g. Fairtrade produce. Despite numerous attempts, green and ethical `labelling' or branding in the holiday market have not caught on. Individual companies that place long-term sustainability at the heart of their operations have been far more successful. These companies are able to incorporate eco-friendly aspects — such as community development and pollution-free activity — and establish a longer-term approach to profit and development. At the same time, these factors are finding growing favour with consumers who are looking for quality and are increasingly sophisticated and wiser to the negative impacts of mass tourism.
The success of Fairtrade demonstrates the potentially huge demand for ethically-sourced food and other produce. In larger service markets, green and ethical considerations will be advanced in the future by the growing trend towards this convergence around key concepts of sustainability for both profit and development.
In many senses, the emergent trend towards a convergence of the environmentalist and commercial agendas is replacing the focus on change through consumer boycotts alone. The consumer research conducted for this report demonstrates that price imperatives continue to win out as the key consumer purchasing factor. In effect, consumers are also turning away from green alternatives in markets as diverse as those for cars and detergents, because manufacturers have failed to develop products that can compete on price in the mainstream market. Consumers may wish to use their cars less and even purchase greener alternatives, but they are unwilling to pay excessively more to do so.
The influence of government legislation is crucial in advancing greener solutions; under the current Government, significant progress has not been possible, as legislation has been soft-pedalled in both transport and retailing. The Congestion Charge in London has demonstrated the legislative possibilities to curb negative environmental impacts, but the move was not backed by the Government. Moreover, successive planned increases in fuel tax have been withdrawn. In the retail sector, the Government has relied on voluntary agreements to regulate supermarkets' control of food production and has not taken strong action to break supermarket monopolies.
In many respects, trends in the holiday market exemplify some of the challenges of advancing the green and ethical agenda beyond the markets now recognised as very successful, e.g. Fairtrade produce. Despite numerous attempts, green and ethical `labelling' or branding in the holiday market have not caught on. Individual companies that place long-term sustainability at the heart of their operations have been far more successful. These companies are able to incorporate eco-friendly aspects — such as community development and pollution-free activity — and establish a longer-term approach to profit and development. At the same time, these factors are finding growing favour with consumers who are looking for quality and are increasingly sophisticated and wiser to the negative impacts of mass tourism.
The success of Fairtrade demonstrates the potentially huge demand for ethically-sourced food and other produce. In larger service markets, green and ethical considerations will be advanced in the future by the growing trend towards this convergence around key concepts of sustainability for both profit and development.
Contents:
Executive Summary
1. Introduction
2. Strategic Overview
THE ECONOMY AND THE GREEN POUND
Economic Growth
Table 1: UK Gross Domestic Product at Current and Annual Prices (£m), 1999-2003
Consumer Expenditure
Table 2: UK Household Expenditure at Current Prices (index 1971=100 and £bn), 1971, 1981, 1991, 2001 and 2002
Table 3: Household Disposable Income per Capita (£), 1999-2003
Economic Forecasts
Table 4: Forecast UK Economic Indicators (£m, index 2001=100, index 2000=100 and %), 2004-2008
ETHICAL EXPENDITURE
Table 5: Ethical Consumerism in the UK (£m), 2002
3. General Consumer Issues
OVERVIEW
Table 6: Summary of Attitudes Towards Green and Ethical Issues and Products (% of respondents), 2004
TRENDS IN GREEN AND ETHICAL CONSUMER BEHAVIOUR AND ATTITUDES
Table 7: Key Trends in Consumer Attitudes Towards Green and Ethical Issues and Products (% of respondents), 2002 and 2004
THE GREEN FACTOR — TRENDS IN THE GREEN AND ETHICAL CONSUMER MOVEMENT
THE GREEN CONSUMER
Purchasing Products Regardless of Ethical Issues, and Consumer Boycotts
Table 8: Purchase of Products Regardless of Ethical or Green Issues, and Boycotting Particular Brands Due to Unethical Production Methods (% of respondents), 2004
Consumer Boycotts
Consumer Profiles
Table 9: Ethical Attitudes Among Consumers (%), 2000
Attitudes Towards Buying Environmentally-Friendly Detergents and Ethically-Produced Clothing
Table 10: Purchasing Environmentally-Friendly Non-Food Products, and Not Buying Clothing on the Basis That Workers Have Been Exploited (% of respondents), 2004
Attitudes Towards Recycling
Table 11: Regular Recycling (% of respondents), 2004
Trends in Recycling and Legislation
Globalisation and Consumer Rights
Corporate Social Responsibility
New Strategies in Green Marketing
Marketing to Faith Groups
4. The Supermarket
OVERVIEW
Table 12: Supermarket Grocery Market Share by Value (%), 2004
Tesco PLC
ASDA Group Ltd
J Sainsbury PLC
Supermarkets and Ethical Trading
Table 13: Supermarkets' Rating in Relation to Green and Ethical Indicators, 2004
SUPERMARKETS AND HEALTHY EATING
Table 14: Retailer Ratings for Healthy Eating, 2004
FAIRTRADE GOODS
Table 15: The UK Fairtrade Goods Market by Sector by Retail Value (£m), 1998-2003
Fairtrade Coffee
Attitudes Towards Buying Ethically-Produced and Fairtrade Goods
Table 16: The Purchase of Ethically-Produced Food Products (% of respondents), 2004
ORGANIC FOODS
Table 17: The UK Organic Foods Market by Retail Value (£m at rsp and %), Years Ending April 1995-2004
Consumer Attitudes Towards Organic Food
Table 18: Agreement Levels with Selected Statements on Organic Food (% of respondents), 2002 and 2003
5. Banking
OVERVIEW
Table 19: The UK Personal Banking Market by Value (£m), 1999-2004
ETHICAL BANKING
Table 20: Rating of Banks in Relation to Ethical Criteria — Ethical Consumer Rating, 2004
The Co-operative Bank
ATTITUDES TOWARDS ETHICAL BANKING
Table 21: Ethical Considerations for Banks and Financial Products (% of respondents), 2004
6. Transport
CAR USE
Table 22: Car Ownership in Great Britain (million, % and number), 1996-2003
The UK Car Market
Table 23: The UK New Car Market by Value and Volume (£bn and 000), 1999-2004
EXPENDITURE ON TRANSPORT
Table 24: UK Household Expenditure on Transport in Real Terms† (£ per week), 1990, 1991, 2001/2002 and 2002/2003
CARS AND THE ENVIRONMENT
Table 25: Distances Travelled in the UK by Different Forms of Transport (average miles per person per year), 1986 and 2003
ATTITUDES TOWARDS `GREEN' CARS
Table 26: Purchasing Environmentally-Friendly Cars (% of respondents), 2004
Table 27: Attitudes Towards Car and Bus Use in Great Britain (%), 2002
7. Charities
CHARITY INCOME
Table 28: Average Monthly Charitable Donation and Proportion Donating to Charity Annually in the UK (£ per month and %), 1996-2004
ATTITUDES TOWARDS DONATING TO CHARITY
Table 29: Donating to Charity (% of respondents), 2003
ATTITUDES TOWARDS BUYING GOODS IN CHARITABLE SHOPS
Table 30: Purchasing from Charity Retail Outlets (% of respondents), 2004
8. The Cosmetics Market
OVERVIEW
Table 31: Financial Results for The Body Shop International PLC (£000), Years Ending 2nd March 2002, 1st March 2003 and 28th February 2004
ATTITUDES TOWARDS BUYING ETHICALLY-PRODUCED PRODUCTS AND BRANDS
Table 32: Purchasing Products not Tested on Animals (% of respondents), 2004
9. Holidays
OVERVIEW
Table 33: The Total UK Tourism Market by Sector by Value and Volume (£m and million), 1999-2004
ECOTOURISM
ATTITUDES TOWARDS TAKING ENVIRONMENTALLY-FRIENDLY HOLIDAYS
Table 34: Attitudes Towards Ethical Holidays (% of respondents), 2004
10. The Future
MARKET FORECASTS
Future Patterns in Purchasing Ethically-Produced and Fairtrade Goods
SUPERMARKETS
TRANSPORT
BANKING
COSMETICS
HOLIDAYS
11. Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Bonnier Information Sources
1. Introduction
2. Strategic Overview
THE ECONOMY AND THE GREEN POUND
Economic Growth
Table 1: UK Gross Domestic Product at Current and Annual Prices (£m), 1999-2003
Consumer Expenditure
Table 2: UK Household Expenditure at Current Prices (index 1971=100 and £bn), 1971, 1981, 1991, 2001 and 2002
Table 3: Household Disposable Income per Capita (£), 1999-2003
Economic Forecasts
Table 4: Forecast UK Economic Indicators (£m, index 2001=100, index 2000=100 and %), 2004-2008
ETHICAL EXPENDITURE
Table 5: Ethical Consumerism in the UK (£m), 2002
3. General Consumer Issues
OVERVIEW
Table 6: Summary of Attitudes Towards Green and Ethical Issues and Products (% of respondents), 2004
TRENDS IN GREEN AND ETHICAL CONSUMER BEHAVIOUR AND ATTITUDES
Table 7: Key Trends in Consumer Attitudes Towards Green and Ethical Issues and Products (% of respondents), 2002 and 2004
THE GREEN FACTOR — TRENDS IN THE GREEN AND ETHICAL CONSUMER MOVEMENT
THE GREEN CONSUMER
Purchasing Products Regardless of Ethical Issues, and Consumer Boycotts
Table 8: Purchase of Products Regardless of Ethical or Green Issues, and Boycotting Particular Brands Due to Unethical Production Methods (% of respondents), 2004
Consumer Boycotts
Consumer Profiles
Table 9: Ethical Attitudes Among Consumers (%), 2000
Attitudes Towards Buying Environmentally-Friendly Detergents and Ethically-Produced Clothing
Table 10: Purchasing Environmentally-Friendly Non-Food Products, and Not Buying Clothing on the Basis That Workers Have Been Exploited (% of respondents), 2004
Attitudes Towards Recycling
Table 11: Regular Recycling (% of respondents), 2004
Trends in Recycling and Legislation
Globalisation and Consumer Rights
Corporate Social Responsibility
New Strategies in Green Marketing
Marketing to Faith Groups
4. The Supermarket
OVERVIEW
Table 12: Supermarket Grocery Market Share by Value (%), 2004
Tesco PLC
ASDA Group Ltd
J Sainsbury PLC
Supermarkets and Ethical Trading
Table 13: Supermarkets' Rating in Relation to Green and Ethical Indicators, 2004
SUPERMARKETS AND HEALTHY EATING
Table 14: Retailer Ratings for Healthy Eating, 2004
FAIRTRADE GOODS
Table 15: The UK Fairtrade Goods Market by Sector by Retail Value (£m), 1998-2003
Fairtrade Coffee
Attitudes Towards Buying Ethically-Produced and Fairtrade Goods
Table 16: The Purchase of Ethically-Produced Food Products (% of respondents), 2004
ORGANIC FOODS
Table 17: The UK Organic Foods Market by Retail Value (£m at rsp and %), Years Ending April 1995-2004
Consumer Attitudes Towards Organic Food
Table 18: Agreement Levels with Selected Statements on Organic Food (% of respondents), 2002 and 2003
5. Banking
OVERVIEW
Table 19: The UK Personal Banking Market by Value (£m), 1999-2004
ETHICAL BANKING
Table 20: Rating of Banks in Relation to Ethical Criteria — Ethical Consumer Rating, 2004
The Co-operative Bank
ATTITUDES TOWARDS ETHICAL BANKING
Table 21: Ethical Considerations for Banks and Financial Products (% of respondents), 2004
6. Transport
CAR USE
Table 22: Car Ownership in Great Britain (million, % and number), 1996-2003
The UK Car Market
Table 23: The UK New Car Market by Value and Volume (£bn and 000), 1999-2004
EXPENDITURE ON TRANSPORT
Table 24: UK Household Expenditure on Transport in Real Terms† (£ per week), 1990, 1991, 2001/2002 and 2002/2003
CARS AND THE ENVIRONMENT
Table 25: Distances Travelled in the UK by Different Forms of Transport (average miles per person per year), 1986 and 2003
ATTITUDES TOWARDS `GREEN' CARS
Table 26: Purchasing Environmentally-Friendly Cars (% of respondents), 2004
Table 27: Attitudes Towards Car and Bus Use in Great Britain (%), 2002
7. Charities
CHARITY INCOME
Table 28: Average Monthly Charitable Donation and Proportion Donating to Charity Annually in the UK (£ per month and %), 1996-2004
ATTITUDES TOWARDS DONATING TO CHARITY
Table 29: Donating to Charity (% of respondents), 2003
ATTITUDES TOWARDS BUYING GOODS IN CHARITABLE SHOPS
Table 30: Purchasing from Charity Retail Outlets (% of respondents), 2004
8. The Cosmetics Market
OVERVIEW
Table 31: Financial Results for The Body Shop International PLC (£000), Years Ending 2nd March 2002, 1st March 2003 and 28th February 2004
ATTITUDES TOWARDS BUYING ETHICALLY-PRODUCED PRODUCTS AND BRANDS
Table 32: Purchasing Products not Tested on Animals (% of respondents), 2004
9. Holidays
OVERVIEW
Table 33: The Total UK Tourism Market by Sector by Value and Volume (£m and million), 1999-2004
ECOTOURISM
ATTITUDES TOWARDS TAKING ENVIRONMENTALLY-FRIENDLY HOLIDAYS
Table 34: Attitudes Towards Ethical Holidays (% of respondents), 2004
10. The Future
MARKET FORECASTS
Future Patterns in Purchasing Ethically-Produced and Fairtrade Goods
SUPERMARKETS
TRANSPORT
BANKING
COSMETICS
HOLIDAYS
11. Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Bonnier Information Sources
Companies Mentioned
- Tesco Plc
- ASDA Group Plc
- J Sainsbury Plc
- Fairtrade
- ASDA Group Plc
- J Sainsbury Plc
- Fairtrade
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