Consumer perspectives on ecolabelling of textiles
Results from five European countries
Marthe Hårvik Austgulen and Eivind Stø
National Institute for Consumer Research (SIFO)
The role of the consumer
• Eco-labels is presented as a
solution to environmental challenges
in the textile industry.
• Eco-labelling presupposes a
relatively rational actor, able to seek
and process information and willing
to act upon that information.
• Consumers are ascribed roles as
acting and morally responsible
persons.
• Are European consumers ready to
take on this responsibility?
Marthe Hårvik Austgulen and Eivind Stø
Research questions
I.
How do consumers consider the relevant labelling schemes for
textiles?
II. What are the consumers’ attitudes and practices regarding ecolabelling of textiles?
III. Who do the consumers consider to be the responsible actors?
Marthe Hårvik Austgulen and Eivind Stø
Data
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•
•
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Data from France, England, Norway, Sweden and Germany.
Approximately 1000 respondents in each country.
Data collected through TNS’ web panels.
Data collection period (14.03.12 – 21.03.12).
Marthe Hårvik Austgulen and Eivind Stø
General attitudes
“Labelling helps me make better choices when I am shopping”. Per cent
proportions. (F= 13,795; p=.000, one-way ANOVA).
Marthe Hårvik Austgulen and Eivind Stø
EU flower
Consumer associations with the official EU eco-label, the EU-Flower. Per cent
proportions. N= 5186.
Marthe Hårvik Austgulen and Eivind Stø
The Nordic Swan
Norwegian and Swedish consumers’ associations with the Nordic ecolabel. Per cent proportions. N= 2088
Marthe Hårvik Austgulen and Eivind Stø
Differences in gobal and national labels
• Respondents are much more familiar with the national labels than
with the global labels.
• Global labels are in general much younger than national labels.
• National labels have to a greater extent been promoted by
governments.
• The respondents might also be more familiar with the labels with a
broad scope thant the labels that are exclusively used on textiles.
• Respondents from Norway are least aware of the global labels.
Respondents from Germany seem to be most confident on the
meaning of the labels.
Marthe Hårvik Austgulen and Eivind Stø
Considerations when buying textiles
Think about the last time you were buying clothes for yourself or someone in your household.
How concerned were you about the following aspects? Numbers shown are the percentage who
answered that the respective interest is their first priority.
Marthe Hårvik Austgulen and Eivind Stø
Allowed for environmental considerations when buying clothes and textiles for yourself? Per cent
proportions. N = 5165.
Marthe Hårvik Austgulen and Eivind Stø
Considerations when buying textiles. Per cent proportions.
Respondents answering “don’t know” have been excluded. Total N
= 5076.
Marthe Hårvik Austgulen and Eivind Stø
Political consumption?
• Respondents who argue that environmental considerations are
important, also emphasises fair trade, health and to a certain
extent quality.
• Respondents who emphasise design also argue that price, colour
and quality are important for them when buying textiles.
• Respondents from Sweden and Germany are the ones that claim
to be most concerned about environment, fair trade and health.
Marthe Hårvik Austgulen and Eivind Stø
Best strategies?
«Which of the following strategies do you think are the best for the
environment, and which are the worst?”. Numbers shown are the
percentage who answered that the respective strategy is best. Per cent
proportions.
Marthe Hårvik Austgulen and Eivind Stø
Availability
«I know where to shop if I want to buy eco-labelled clothes and textiles”.
Per cent proportions. Total N = 5183.
Marthe Hårvik Austgulen and Eivind Stø
Willingess to pay
«I am willing to pay more for the clothes and textiles that I buy for
myself if I am guaranteed that they have been produced in an
environmentally friendly manner”. Per cent proportions. N = 5175.
Marthe Hårvik Austgulen and Eivind Stø
Responsibility
“I think that I have a responsibility as a consumer to buy products
that are as environmentally friendly as possible”. N= 5160.
Marthe Hårvik Austgulen and Eivind Stø
“It is primarily the government’s job to implement measures to address
environmental concerns in the textile and clothing industry”. N = 5155.
Marthe Hårvik Austgulen and Eivind Stø
“I trust the textile and clothing industry to take environmental
considerations into account when producing their goods”. N = 5166.
Marthe Hårvik Austgulen and Eivind Stø
Conclusions
• General support towards eco-labels.
• Varying consumer knowledge about the relevant labels for textiles
– global vs. regional/national labels.
• German and Swedish respondents most concerned and
knowledgeable.
• Women report to be more concerned than men.
• Environment is only one of several
important considerations.
• Respondents arguing that
environmental considerations are
important also emphasise fair trade
and health
Marthe Hårvik Austgulen and Eivind Stø
• A majority of the respondents in all countries argue that they have
very much or quite a lot responsibility to buy products that is as
environmentally friendly as possible.
• the respondents places a significant share of the responsibility on
the governments even though they are ready to take action
themselves.
• A moderate share of the respondents in all countries state that
they trust the textile and clothing industry to take environmental
considerations into account when producing their goods.
• These results indicates that there is a need for regulation, either
through traditional regulations policies which stipulate mandatory
products or process standards, or through new environmental
policy instruments like eco-labels.
Marthe Hårvik Austgulen and Eivind Stø
Thank you for your attention!
Marthe and Eivind
marthe.h.austgulen@sifo.no
eivind.sto@sifo.no
Marthe Hårvik Austgulen and Eivind Stø