NINE YEARS OF CONSUMER SURVEY IN GERMANY

Between 2009 and 2017, nine thousand persons were interviewed in Germany 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 German people in the 2017 UEBT consumer surveys. 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 GERMANY

50% of German respondents have heard of biodiversity in 2017 up from only 29% in 2009. Even though the increase is significant, the level of biodiversity awareness remains low compared to other countries. Moreover, only 23% is able to define biodiversity correctly. When given possible definitions of what biodiversity means, German respondents usually pick the correct one being "biodiversity is the diversity of plants and animals". However, in Germany, the term is still sometimes wrongly associated to sustainable development.

Basis: All sample, 1000 consumers per year

Basis: All sample, 1000 cosnumers per year

 

Street videos 2016 - Question: Have you ever heard of biodiversity and what do you think it means?


CONSUMERS' EXPECTATIONS TOWARDS COMPANIES

76% of German 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 42% of German respondents say they are confident companies pay serious attention to ethical sourcing of biodiversity. Germans along with Americans have more trust in the companies than other countries surveyed where confidence levels are even lower. German consumers expect elements of reassurance on companies' involvement in the respect of biodiversity. 

Agree = Completely agree + rather agree / Basis: All sample, 1000 consumers

 

Street interviews 2016 - Question: Are you confident that companies pay serious attention to ethical sourcing of biodiversity?


WHAT CONVINCES THE GERMAN CONSUMER?

When asked what would convince them that a brand is actually involved in respecting biodiversity, German consumers value the most, concrete actions undertaken by companies. In Germany, consumers expect to be provided with information, especially regarding the origins of the natural ingredients used by brands in their products. They are more convinced by detailed information than by images in brand communication (49%).

Agree = Total completely agree + rather agree / Basis: All sample, 1000 consumers

Basis: Total Agree- All sample.1000 consumers

Basis: Total Agree- All sample.1000 consumers

 

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 Germany (68%) believe that  they can positively impact society by buying products from companies that respect biodiversity and people. Also, 71% feels good when buying such a product. However, only 54% of respondents buy products from company that they know pay attention to biodiversity, thus allowing a great potential of growth for companies respecting biodiversity and people.

Agree = Total completely agree + rather agree / Basis: All sample, 1000 persons

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, only 42% was capable of providing the name of at least one brand. This was the lowest level among surveyed countries. Food brands were referred to most often. Street interviews confirmed that no brand in Germany is clearly positioned on that topic as level of responses were very low.

Question : What are the three brands you consider are making most efforts to respect Biodiversity?

1. Alnatura 11%

2. Hipp 5%

3. Nestlé 5%

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 :