Issue 20 – September 2010
Eco-labels along with the right brand and information could appeal to 85% of New Zealanders according to a nationwide ShapeNZ survey of 1811 consumers.
The weighted nationwide online survey, with a maximum margin of error of +/- 2.3%, shows the top rating factors people consider before buying a product.
- Local (59%)
- Eco-friendly (57%)
- Fair trade (55%)
- Environmentally sensitive (55%)
- Lowest cost or price (54%)
- Socially responsible (37%)
- Organic (29%)
A product's low carbon intensity is considered by 17%, while just 2% don't care and 3% don't know.
Eco-labels certifying environmental friendliness can also make New Zealanders 29% more likely to buy a product. Another 56% say it depends on the label and how much background information they know about the label (for example, if the labels' claims are certified, not just marketing).
The survey was conducted by the New Zealand Business Council for Sustainable Development in association with Fairfax Media.
Summarised from a New Zealand Business Council for Sustainable Development media release dated 23 August 2010.
- ISO 14025:2006 Environmental labels and declarations – Type III environmental declarations – Principles and procedures
Note: ISO 14025:2006 benefits business-to-business communication by enabling purchasers to make comparisons between products fulfilling the same function and encouraging improvement of environmental performance.
Related Touchstone articles