TEN YEARS OF CONSUMER SURVEY IN FRANCE
Between 2009 and 2018, ten thousand persons were interviewed in France on behalf of UEBT about their awareness of biodiversity, their expectations on brands' respect for people and biodiversity, and their purchasing decisions.
This page shows the responses of ordinary French people in the UEBT consumer survey. Street videos shooted in 2016 illustrate the survey outcomes, offering a unique and fun opportunity to view the evolution of the results.
UNDERSTANDING OF BIODIVERSITY IN FRANCE
Most French people have heard about biodiversity. Biodiversity awareness has been steadily increasing in France from 87% in 2009 to 90% in 2018. However, France shows a small decrease in biodiversity awareness compared to 2017 (96% of respondents has heard of biodiversity in 2017 against 90% in 2018). France also loses ground in accuracy in defining what biodiversity is (37% of respondents defined it correctly in 2017 against 34% in 2018). Nonetheless, biodiversity awareness in France remains very high compared to other western countries.
Street interviews 2016 - Question: Have you ever heard of biodiversity and what do you think it means?
WHY CONSUMERS CARE ABOUT SOURCING WITH RESPECT
French consumers feel closely linked to nature and 91% believe that it is the obligation of humans to protect nature and that we need to leave next generations with the same opportunity. They find biodiversity conservation important for their well-being and feel it will affect them personally if biodiversity disappears. .
CONSUMERS' EXPECTATIONS TOWARDS COMPANIES
77% of French consumers interviewed for the survey believe that companies have a moral obligation to make sure they have a positive impact on society, people and biodiversity. However, only 26% of French respondents say they are confident companies pay serious attention to ethical sourcing of biodiversity (vs 17% in 2017) . They expect elements of reassurance on companies' involvement in the respect of biodiversity. In France, information on companies concrete actions, on-product labels and independent organizations, play a key role in strengthening consumers' confidence in companies commitments.
Street interviews 2016 - Question: Are you confident that companies pay serious attention to ethical sourcing of biodiversity?
TRANSPARENCY AND INFORMATION ON PACKAGING
French people have a lot of expectations concerning the information they would like to see featured on packaging. This shows that French people are particularly sensitive to more transparency and authenticity from companies and brands. Particularly important for them is the mention of the origin of the ingredients that stands out in their choice.
POSITIVE IMPACT THROUGH PURCHASE DECISIONS
Companies involvement in respecting biodiversity and people is a driver of purchase as most consumers surveyed in France (72%) believe that they can positively impact society by buying products from companies that respect biodiversity and people. They feel active citizens. Also, 71% feels good when buying such a product. However, only 58% of consumers buys products from company that they know pay attention to biodiversity, thus allowing a great potential of growth for companies respecting biodiversity and people.
Ethics and purchase decisions
Street interviews 2016- Question: Would you be more interested in buying a product if you new the company pays attention to the ethical sourcing of biodiversity?
Perceptions on brands
In 2018, when asked about beauty and food brands that respect biodiversity, French people only managed to mention a few names (45%). The brands listed below were referred to most often. Street interviews conducted in 2016, showed that people struggle to connect brands with respect of biodiversity.
Street interviews 2016- Question: Do you know any cosmetics, food or pharmaceutical brands that respects biodiversity?
CONSUMERS TALK ABOUT THEIR EXPECTIONS
Street interviews 2016 - Question: Would you like to be better informed by companies about how they source the natural ingredients used in their products?
Learn more about the methodology :