The French and sustainable development: what patterns of consumption?

With now more than 6 in 10 French who are beginning to think and act "sustainable development" on a daily basis, the study "thought to action, the 8 ways to make a French! "Conducted by Ethicity with support from the ADEME on a sample base of 10,332 people, showed a sensitivity of increasing the French for environmental protection. This very serious barometer of french awareness of sustainable development is a treasure trove of information for companies wishing to develop a marketing "ecolo". How do they apprenhent french le developpement durable? What are the categories most socio-sensitized? The french are they willing to spend to consume more durable?

The results of this study have shown a typology original distinguishing 8 large families of French: the "twentieth century", "happiness" Ego, "Citizens of the World", "militants", "Preserved", " Neighbours "," pragmatic "and" Frivoles. " This classification depends on a combination of two major varialbes: awareness of the environmental issue, and conduct.

If the French were 54% said they have heard of the term "sustainable development" in 2004, they were 67% in 2005 and are currently%. Since 2004, the French are increasingly aware that they can act on a daily basis: 71.5% ensure that reduce their energy consumption from 38.7% in 2004 and 31% choose to purchase respectful products the environment from 16.6% in 2004. Overall, more than 6 in 10 French are beginning to think and act "sustainable development".

Meanwhile, the loss of confidence on the ability of companies to combine sustainable development research profit increases (-10 points in 3 years) and nearly two-thirds (63% of respondents in 2006 to 57% in 2004) of the French people believe that globalization is not an opportunity for progress.

Presentation of the different types of french facing the sustainable development







The motivations of purchases of environmentally friendly products

There has been an increase of 17 percentage points over 3 years in the number of people claiming focus on brands with a real ethics. Rest has done how representation and the image of a "real" ethics for the consumer?


But curiously only 27% says not to buy brands produitent by companies which condemns the behavior. Since then the image is "responsible behaviour" of a company would act more as an incentive than a deterrent in the act of purchase.



Returning in detail, we realize that the motivations of french depend on their sensibilities. The criteria for purchases depend on the profile of french. A fact to be taken into account during the campaigns communications. Expectations and arguments are not the same according to the government.





However responsible consumption is not the same meaning for everyone