The NAFI Analytical Center and the LikePR communications agency conducted a survey of 1,600 Russians over the age of 18 to find out their attitude towards companies that declare concern for the environment, including by labeling products with ecological symbols.
The results of the study, which Rossiyskaya Gazeta got acquainted with, show:
- only 12% of Russians believe that a company that declares its environmental responsibility actually cares about the environment (younger people believe more than older people: 27% vs. 8%).
- mistrust arises from doubts about the possibility of combining high profitability and care for the environment, only 23% believe in the reality of this (more women than men: 26% vs. 19%).
- 26% of respondents are sure that there can be profit or environmental transparency, this view is held by more men than women (31% vs. 22%) and high-income respondents (42%).
- 35% of Russians consider eco-labelling of products to be just a marketing ploy to conditionally increase value and consequently charge a higher price; distrust is higher among the older generation than among the young (40% versus 24%),
- Only 11% of respondents believe that when creating environmentally friendly products, care for nature was really shown, and young people believe more than mature Russians (22% against 10%).
- 32% of the study participants believe that the statements on the principles of respect for the environment are also exclusively public relations activities to improve the image of the company, the majority of skeptics are among people over 45 years of age ( 35%).
- the environmental theme, for its part, really works: 67% of Russians are willing to trust more environmentally active companies, as long as they speak openly about their environmental principles and how to comply with them.
“In order to dispel the prejudices of citizens about marketing tricks when labeling products, companies must be open, report on the quality of the products and officially demonstrate their non-toxicity and usefulness”, explained Anna Puzyrenko, founder of the agency of LikePR communication, explained the results of the survey, recalling the practice of publishing ESG reports to demonstrate real environmental initiatives of companies.
Author:
Ekaterina Alipova
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
