A new EU study assessing European purchasing habits has revealed that 80 percent of respondents would be prepared to change their purchasing habits in order to buy environmentally friendly products.
While the study revealed that people are willing to “buy sustainable” they feel that they are unable to obtain vital information about product manufacture.
The survey, titled Attitudes of Europeans towards building the single market for green products, also discovered that 48 percent of citizens do not trust producers’ claims about the environmental performance of their products.
Janez Potočnik – “This survey shows that most of us are confused by green claims and don’t trust them. That’s not good for consumers, and it is not rewarding those companies that are really making an effort”
However, across the EU, two thirds of people said that they would be willing to pay more for something if its guarantee of reliability was extended to five years.
Almost 90 percent of people are of the opinion that buying environmentally friendly products can help contribute a positive difference towards the environment, but only 75 percent think that the performance quality of eco-designed products is as effective as those built without a specific environmental agenda.
Janez Potočnik (pictured), Environment Commissioner for the EU, said: “Of course we all want to see more green products on shelves, but this survey shows that most of us are confused by green claims and don’t trust them. That’s not good for consumers, and it is not rewarding those companies that are really making an effort.
“We are working with companies and other stakeholders to develop the credible information consumers are looking for when they buy products. This will help develop markets and open up opportunities for innovation and investment in the green economy.”
The full report can be viewed here