NINE YEARS OF CONSUMER SURVEY IN FRANCE
Between 2009 and 2017, nine 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
While most French people have heard about biodiversity, only 37% is able to define it correctly. Although, they have some difficulties giving a correct definition of what biodiversity is, awareness has been steadily increasing in France from 87% in 2009 to 96% in 2017. When given possible definitions of what biodiversity means, French respondents usually pick the correct one being "biodiversity is the diversity of plants and animals". However, in France, the term is still often wrongly associated to sustainable development and organic food/bio agriculture.
Street interviews 2016 - Question: Have you ever heard of biodiversity and what do you think it means?
CONSUMERS' EXPECTATIONS TOWARDS COMPANIES
78% 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 17% of French respondents say they are confident companies pay serious attention to ethical sourcing of biodiversity . They expect elements of reassurance on companies' involvement in the respect of biodiversity. In France, independent organizations and information on companies concrete actions 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?
WHAT CONVINCES THE FRENCH CONSUMER?
When asked what would convince them that a brand is actually involved in respecting biodiversity, French consumers value the most, concrete actions undertaken by companies. In France, trust is also driven by certification assuring ingredients used are sourced with respect for biodiversity and people, while visuals proofs (images used by companies in their communications) fail to convince.
Street interviews 2016 - Question: Would you like to be better informed by companies about how they source the natural ingredients used in their products?
POSITIVE IMPACT THROUGH PURCHASE DECISIONS
Companies involvement in respecting biodiversity and people is a driver of purchase as most consumers surveyed in France (75%) believe that they can positively impact society by buying products from companies that respect biodiversity and people. They feel active citizens. Also, 75% feels good when buying such a product. However, only 1 out of 2 respondents 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 2016, when asked about brands that respect biodiversity, French people only managed to mention a few names. The brands listed below were referred to most often. Street interviews conducted in 2016, confirmed that people struggle to connect brands with respect of biodiversity.
Question : What are the three brands you consider are making most efforts to respect Biodiversity?
1. Yves Rocher 11%
2. Danone 10%
3. Nestlé 7%
Basis: Total respondents excluding sustainability labels
Street interviews 2016- Question: Do you know any cosmetics, food or pharmaceutical brands that respects biodiversity?
Learn more about the methodology :