SECOND YEAR OF RESEARCH FOR ECUADOR
The UEBT Biodiversity Barometer was conducted in Ecuador in 2015 and 2016.
Respondents in Ecuador showed high awareness of biodiversity. It is a topic close to their hearts; they feel it is essential to personally contribute to biodiversity conservation. Expectations towards companies are also high.
Street videos illustrate the survey outcomes, offering a unique and fun opportunity to better understand the results.
HIGH LEVEL OF UNDERSTANDING OF BIODIVERSITY IN ECUADOR
While most people have heard about biodiversity, only twenty percent were able to define it correctly as shown in interviews below.
Confidence in industry
Only 7% of respondents completely agree that companies pay serious attention to ethical sourcing of biodiversity. The street interviews show people are more willing to trust company that respect biodiversity but some respondents argue it is difficult to identify the one that does and express the need for an external control.
Information requested by consumers in Ecuador
A vast majority of Ecuadorians, 97%, would like to be better informed by companies about how they source the natural ingredients used in their products. People interviewed in the streets want these information to be easy to access and understandable.
Ethics drives purchase intention
A large majority of Ecuadorian respondents indicate they would be more interested in buying a product if biodiversity was respected. Indeed, street interviews show that people would be more inclined to buy products from a company which pays attention to biodiversity especially if it is better for their health, even if means they have to pay more.
When asked about brands that respect biodiversity, no brand really stands out, which is different from Brazil and Peru. No one in the street interviews was able to give the name of a brand that respects biodiversity. One respondent argued it is because that these type of information is difficult to obtain while another said that companies that do not respect biodiversity are more in the limelight than the ones that do.
Question : What are the three brands you consider are making most efforts to respect Biodiversity?
1. Nestlé 15%
2. Pronaca 15%
3. Coca Cola 13%
Basis: Total respondents excluding labels/distributors
Learn more about the methodology :