To mark a study carried out by GlobalWebIndex among 2,324 internet users in the UK and U.S.A. on eco-consumerism, today we’re looking at what influences consumers’ ecological perceptions in the first place.

Across both markets, word-of-mouth is the most powerful driver of eco-conscious consumerism, with 53% of Eco-Conscious Consumers being inspired by friends, family, or colleagues.

But it’s also revealing that almost as many consumers are influenced by news/media sources (48%) and TV shows (48%).

In the UK, TV shows are ahead, which may be driven by recent documentaries like Blue Planet. The David Attenborough-fronted series has been credited with inspiring campaigns to ban single-use plastics in institutions as well-known as the British government and royal family, making a big difference in consumer awareness.

Looking at a breakdown by age, we see that media is more influential than friends for younger consumers as well.

Beyond these leading resources, brand advertising (44%) has almost as much of a prominent role in inspiring eco-conscious consumerism, and in the U.S.A., brands are slightly ahead of TV shows.

As consumers say that they find brand advertising influential, we can see that advertising of eco-conscious practices doesn’t just offer the potential to convert sales, it also helps shift behavioral change and consumer attitudes.

Eco-Conscious Consumers are defined as internet users aged 16-64 who say that concern for the environment affects their day-to-day purchase behavior.

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Written by

Chris is a Senior Trends Analyst at GlobalWebIndex. Moving to the company in 2017 after working in publishing, he produces blogs, infographics and reports on the most pressing topics in the worlds of technology, marketing, and many others.

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