Clipping of news on Brazilian Culture, Law and Citizenship
07/19/2016
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Indicator includes financial, environmental and social practices. Amid the economic crisis, consumer contains costs and avoid unplanned purchases
Source: Tribuna da Bahia
In order to track changes in purchasing and other everyday actions habits and also understand if the Brazilians go towards sustainable consumption, the credit bureau (SPC Brazil) and the National Confederation of Shopkeepers (CNDL), calculated for the second consecutive year the Conscious consumption Indicator (ICC), which reached 72.7%, remaining stable compared to 2015, when it was 69.3%.
The ICC can vary from 0% to 100%: the higher the index, the higher is the level of conscious consumer. On a scale of 1 to 10, respondents give an average score of 8.9 for the importance of the subject conscious consumption, but only three in ten Americans (32.0%) can be considered conscious consumers actually - one 10 increase 2 percentage points compared to 2015, when the percentage was 21.8%.
Despite some improvement, the increase of the indicator was mild compared to 2015. "The Brazilian consumer has performance below what is considered ideal, representing a consumer in transition. As in 2015, respondents most frequently associate with conscious consumption with attitudes only financial, staying in the background environmental and social spheres, "explains the chief economist at SPC Brazil, Marcela Kawauti.
The main benefit perceived by respondents remains to save and make money yield more (37.1%), prevailing the financial dimension of conscious consumption.
The study of SPC Brazil segmented consumers into three categories, according to the intensity of the practice of behaviors deemed appropriate: 'conscious consumers' - that present frequency of correct attitudes above 80% - 'consumers in transition', whose frequency varies between 60% and 80% and attitudes appropriate 'conscious consumers little or nothing', when the incidence of appropriate behavior does not reach 60%.
To prepare the indicator, a survey was conducted with a series of questions to investigate the habits, attitudes and behaviors that are part of the routine of Brazilians.
These issues permeated the three dimensions that make up the concept of conscious consumption, and they all had results below the optimal performance of 80%: práticasambientais (72.5%), financial practices (73.8%) and social practices (70.6 %).
Despite showing small increases compared to 2015, only the percentage difference in subindicador related to finances is statistically higher.
Before making new purchases, 90% evaluate the impact on the budget
The subindicador Financial Practices was the only one to show a significant growth of 5.8 percentage points compared to 2015, staying at 73.8% in 2016 compared to 68.0% last year. This increase is possibly due not to a greater awareness of consumers, but financial constraints and fear of the future, generated by the economic crisis facing the country.
"At first glance, this could be a sign that the Brazilian is heading toward more rational consumption habits, but you can not help but relate this data to the current recessionary economic environment of the country. The growth of unemployment, high inflation and uncertainty about the future of the country make consumers adopt a more cautious attitude towards their finances, "said Kawauti.
For the economist, for the consumer side we act with greater caution in purchases and take more action to save in order to make your budget pay more; on the other, it seems more pressed to resist shopping without planning, as it believes that this behavior becomes even more risky in times of crisis.
The subindicador financial practices observed the respondent's ability to handle the appeals of consumerism and the ability to manage their own finances without debt or compromising the budget.
Among the 18 investigated attitudes, 11 showed significant growth in 2016 compared to last year, the most practiced assessing the impact of purchases on the budget before performing them (90.2%), they have no desire to shop for see friends with new things that are fashionable (87.7%), always research prices (86.9%), prioritize the quality of the products and not the marks (86.6%) and prefer to repair a product that can still It is used to buy a new one (86.0%, 80.9% in 2015).
Stop the urge to perform unnecessary purchases has also been a common habit of Brazilian consumers: 82.9% ensure that usually when they feel comfortable buying a product ask yourself if you really need and otherwise prefer not to buy (against 75, 3% in 2015).
The activities less practiced by respondents are: rent or borrow products you use infrequently instead of buying a new one (43.2%) and not regret unnecessary purchases (21.4%).
most adopted environmental practice is to donate goods instead of throwing away
The subindicador environmental practices related to concerns and care for the environment and consumption of water and electricity, aims to investigate the consumer's willingness to minimize the impact of their actions and act so as not to cause damage to the environment, using rationally the resources you have at your disposal. In 2016, the subindicador reached 72.5%, with no statistical change in relation to 2015 (71.7%).
Among the most practiced attitudes are to donate or exchange products you no longer need before throwing away (87.1%), do not use the car to go anywhere (76.3%) and avoid printing papers to avoid spending and care the environment (75.6%).
The preference for alcohol instead of gasoline, and is less frequent practice, it was the only one to present significant drop - from 41.4% in 2015 to 32.6% in 2016.
In the practices that address water use, most showed significant growth in annual variation, the most taken off the tap while brushing your teeth (94.3% against 90.4% in 2015), soap dishes with the tap closed sink (89.1% against 79.1%), control the monthly bill aimed at saving (88.4% against 81.2%).
On the other hand, some practices still encounter resistance, connecting the washing machine at full capacity (42.8%), close the faucet of the shower while soaping while bathing (61.5%) and do not wash your car with hose or wash the jets (67.2%).
Already the appropriate practices regarding the use of electricity, the most adopted are off the lights in unused rooms (96.2%), control the account value every month to save (growth of 5.5% in 2016 reaching the level 89.2%) and have most of the fluorescent lamp house (87.9%). Already the least adopted is to unplug the electronics that are not being used (54.9%).
Only 47% refuse to purchase counterfeit goods
The subindicador social engagement practices analyzes the consumer to think collectively, measuring the consequences of their actions in society, and the ability to encourage others to also consume responsibly. In 2016, the subindicador was estimated at 70.6%, also without significant change in relation to 2015 (68.1%).
The most adopted social practices are encouraging people of the house to economise water and electricity (90.9%) prefer to spend free time with family and friends shopping (85.9%) and support the control of advertising (77 , 4%).
Already the least adopted practices are related to the purchase of counterfeit goods: 47.3% say they do not buy these items even if the price is very attractive, while 59.3% do not because they do not want to finance organized crime.
Only two of the nine behaviors tested in the survey increased significantly in 2016 compared to 2015. They are encouraging people of the house to haggle on purchases (67.8% to 76.5%) and the reuse of old clothing pieces (52.6% to 59.9%).
Forgetfulness and lack of time are the main barriers
For interviewed by SPC Brazil and CNDL, the main motivator for conscious consumption of water and electricity is not wasted (35.5%), but the forgetfulness (31.5%) and lack of time (29.8 %) are the main barriers faced by consumers.
According to the financial educator SPC Brazil, José Vignoli, although consumers recognize the importance of conscious and responsible consumption, the vast majority do not see sustainable practices as a priority in their daily lives.
"It still dominates the perception that the financial aspects are most important, staying in the background environmental and social implications. We need more people start to see consumption more broadly, "says Vignoli.
"Being a conscious consumer is to understand that paying for a product or service is only part of the consumer relationship, and that this action always produces social and environmental effects."
Considering the types of conscious consumers, in transition or nothing or little aware, we realize that there are no differences between the groups with regard to sex or social class.
However, it is clear that conscious consumers are relatively younger, with an average of 38 years while the average age of nothing or little aware is 45 years.
Methodology
The Conscious Consumption Indicator (ICC) aims to measure the knowledge and levels of conscious consumption practices by Brazil in three areas: financial, environmental and social.
For this, we interviewed 600 consumers in 26 capitals and the Federal District aged over 18 years, of both sexes and all social classes. The margin of error is a maximum of 4.00 percentage points with 95% confidence margin.
Source: Tribuna da Bahia
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This article was translated by an automatic translation system, and was therefore not reviewed by people.