THE BIODIVERSITY AWARENESS MAP

Biodiversity awareness has been measured in 16 countries around the world since 2009. A total of 68 000 consumers were surveyed. This 2019 UEBT Biodiversity Barometer focuses on Asian consumers (China, Japan, South Korea and Vietnam), which are rapidly becoming the world’s most powerful economic force.

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BIODIVERSITY AWARENESS AND UNDERSTANDING

In 2019, 83% of consumers claim they heard of biodiversity but only 39% provided a correct definition. 

 
Q1. Personally, have you ever heard of "biodiversity"?  2019 Results - Basis - all sample- 4 countries  -Japan, South Korea, China, Vietnam - ST Yes    Q2B. In your opinion, what does biodiversity mean? 2019 Results - Basis - all sample - 4 countries

Q1. Personally, have you ever heard of "biodiversity"? 2019 Results - Basis - all sample- 4 countries -Japan, South Korea, China, Vietnam- ST Yes

Q2B. In your opinion, what does biodiversity mean? 2019 Results - Basis - all sample - 4 countries

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Asian consumers claim high awareness of biodiversity, higher than those in the UK, USA or Germany. Awareness of biodiversity has risen in Japan since 2010, and also in that country - as in China and Vietnam – more respondents say they exactly know what the term means. Provided with different definitions of biodiversity, most respondents correctly choose ‘biodiversity concerns the diversity of plants and animals’. Much fewer think it refers to different sources of energy (coal, wind, solar).

 
Q1 - Personally, have you ever heard of "biodiversity"? Q2B: Here is a number of possible descriptions of biodiversity. For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree?  Correct Definition: Biodiversity is the diversity of plants and animal.  Basis - all sample -4 countries -Japan, South Korea, China, Vietnam.  Historical data: 2010 scores for Japan and South Korea ; 2013 for China ; 2014 for Vietnam

Q1 - Personally, have you ever heard of "biodiversity"? Q2B: Here is a number of possible descriptions of biodiversity. For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree?

Correct Definition: Biodiversity is the diversity of plants and animal.

Basis - all sample -4 countries -Japan, South Korea, China, Vietnam.

Historical data: 2010 scores for Japan and South Korea ; 2013 for China ; 2014 for Vietnam

 

WHY CONSUMERS CARE ABOUT SOURCING WITH RESPECT

Consumers participating in the UEBT Biodiversity Barometer say they prefer to buy products from companies that respect people and biodiversity. Why? Because this has a positive impact on society (81%), and it makes them feel good (78%). This is particularly the case with Chinese and Vietnamese respondents, with Japanese proving more reluctant (around 25% responds ‘I don’t know’, which brings down country numbers).

Q6B. To what extent do you agree with each of the following statements about biodiversity and nature?Total "Agree"  Base: all sample ((2019 for Asia / 2018 for Western Countries). Top figure- 4 Asian Countries: Japan, South Korea, China, Vietnam.

Q6B. To what extent do you agree with each of the following statements about biodiversity and nature?Total "Agree"

Base: all sample ((2019 for Asia / 2018 for Western Countries). Top figure- 4 Asian Countries: Japan, South Korea, China, Vietnam.


CONSUMERS EXPECTATIONS TOWARDS COMPANIES

In Asia, as in the Western countries previously surveyed, a large majority of respondents believes that companies should have a positive impact on society, people and biodiversity. Consumer confidence that companies are having such impact is high in Vietnam (76%, up 16 points from 2014 on total agree) and China (74%).

With 45% confidence rates, respondents in Japan and South Korea are more skeptical. This is in line with UEBT Biodiversity Barometer findings in Western countries (37% in 2018). Almost a quarter of Japanese respondents (24 %) don’t know if companies pay serious attention. However, the high confi-dence of wealthy and educated consumers in Asia stands out compared to those in surveyed in Europe and the Americas.

Surveyed consumers in all countries have more faith in companies whose sourcing practices are verified independently.

 
Q6:  6: Here is a number of statements about the involvement of companies in ethical sourcing of biodiversity. For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree?  Total "Agree" - Basis - all sample - 4 countries -Japan, South Korea, China, Vietnam.

Q6: 6: Here is a number of statements about the involvement of companies in ethical sourcing of biodiversity. For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree?

Total "Agree" - Basis - all sample - 4 countries -Japan, South Korea, China, Vietnam.

 

TRANSPARENCY - WHAT CONSUMERS EXPECT

Among different kinds of information available on product packaging, respondents in Asia attach most importance to the origin of product ingredients. This scored just higher than the list of ingredients, which was number one in Western countries.

Additionally, Asian respondents say they would like information on the impact on biodiversity (e.g. no deforestation, support for bees, wild flowers, replanting). As in Western countries, this is given more importance than the social impact (working conditions, health and safety of local workers), or the fair compensation of supply chain actors. For example, in Brazil, respondents mentioned the impact on biodiversity as the most important issue.

 
Q7. For each of the following elements, please tell us how much important it is for you to get this information on the packaging?Total "Important" - Basis - all sample - 4 countries -Japan, South Korea, China, Vietnam

Q7. For each of the following elements, please tell us how much important it is for you to get this information on the packaging?Total "Important" - Basis - all sample - 4 countries -Japan, South Korea, China, Vietnam