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Environmental

Brazil is greener than Europeans and Awe

05/16/2013

This article was translated by an automatic translation system, and was therefore not reviewed by people.


 
 


Survey of 2700 people from four countries indicates the growing interest in ethical consumption

RIO - The Rio Adriana Lenzo, 20, Deborah Victorino, 37, and Wagner Monteiro, 58, represent consumers from three different generations. But when it comes to making choices that harm the environment less to go shopping, children seem the same time. Are adept to reusable bags instead of plastic, with decomposition time exceeding one hundred years, and the organic products grown without pesticides and chemical fertilizers.

And, for the sake of the planet, no longer form a group of exception, as shown on original research conducted by Protest ethical consumption - Consumers' Association, made with 1500 Brazilians and others 1220 European Belgium, Italy and Spain. On average, 83% of respondents said they had purchased some environmentally friendly product in the last year. The Brazilians, with 86% of positive responses, were the most concerned about making a more sustainable choice.

Moreover, research shows that consumers on this side of the Atlantic are more suspicious of the seriousness of the companies in their CSR activities, ie, implement actions that contribute to a more just society. Among Brazilians, 81% fully or partly agree that the vaunted actions are nothing more than marketing strategy of companies. In general result, this distrust was reported by 72% of consumers.

- Never saw the word sustainability is so worked in the media. But to what extent has helped us to understand what is actually sustainable? Everyone uses this term to sell more, the problem is that in practice companies fall short - evaluates Bernadette Almeida, coordinator of Social and Environmental Responsibility of the School of Advertising and Marketing in Rio 

Companies lack transparency

A recent survey on the same topic held by Akatu - for Conscious Consumption reinforces this perception. Only 8% of respondents said they believe in what the companies say, a rate lower than the 13% recorded in the previous study. And 44% simply do not believe. For the CEO Akatu, Helio Mattar, social networks are largely responsible for increasing distrust of consumers:

- Many companies that have significant activities in the area of sustainability and social responsibility actions disclose very specific and fragmented. And in an interconnected world, the great visibility, people are able to make complaints that end up debunking the image you want to spend. Companies need to be more careful when communicating.

Mattar is still reservations regarding the classification of a product as sustainable. Theoretically, he explains, the product must be sustainable from raw materials, through the production process, transport, use and disposal:

- Therefore, we can not say that there is a completely sustainable because we live in a society unsustainable. An organic product to be carried by the distributor vehicle that burns diesel now ceases to be environmentally friendly. The products we have are more sustainable than others.

To Melissa Reis, coordinator of the Department of Research and Statistics of Protest, there are other aggravating. The lack of corporate transparency and presentation of ambiguous behavior to disclose social responsibility and then being involved in allegations of destruction of the Atlantic, for example, end up tarnishing the image.

Middle class more critical

Despite the difficulty of classifying products as sustainable and higher cost items imply that many, most Brazilians have identified some "villains" of the environment and of life in cities such as physical therapist Deborah:

- On rainy days, in floods, there are many plastic bottles and bags floating in the streets. Materials that pollute the environment and much contribute to the occurrence of new floods. So, just go to the market with reusable bags.

Bernadette evaluates the suspicious actions of companies reflects the improvement of education level of the population, which has an urban middle class more informed, critical and attentive to the behavior of suppliers:

- However, despite the clarity of consumers, they still tend to punish some companies that have bad environmental behavior.

Evaluation of Protest proven by research. The Brazilians, along with the Belgians are the least stop buying products from companies due to malpractice. Less than half, only 46% of respondents in both countries, is adept boycott. In Italy and Spain, the figure was about 55% and 54%, respectively.

Protest The study was conducted from June to August of last year, by sending questionnaires by e-mail, the inhabitants of the four countries aged between 18 and 65 years. To apply research in Europe, the organization received support from Consumers International - which brings together representatives of 220 organizations from around the world - through consumer protection organizations associated Altroconsumo (Italy), OCU (Spain) and Test-Achats
(Belgium).

 

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Source: The Globe - Online

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