Attitude to environmentally friendly products in the UK 2014, by consumer segment

This statistic shows a distribution of consumers according to their attitudes to environmentally friendly products in the United Kingdom (UK) in 2014. Using survey data, TNS applied a segmentation analysis identifying consumers into four groups in terms of their attitudes to green issues and environmentally friendly products. The results showed that 27 percent of UK consumers are 'concerned citizens', that is, they are willing to pay for environmentally friendly products but not 100 percent convinced by how effective they are. The smallest of the four segments were the issue sceptics, with 19 percent believing the dangers to the environment are overstated.

Distribution of consumers in the United Kingdom (UK) in 2014, by eco-segment*

Share of segments
Concerned citizens27%
Priced out27%
Issue sceptics19%
Product sceptics27%
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Sources

Release date

March 2014

Region

United Kingdom

Survey time period

December 2012

Supplementary notes

Total sample of 27 EU countries = 25,268 respondents. Number of UK respondents not given.

* The source defines the segments as follows:
Concerned citizens: Willing to pay for environmentally friendly products (EFPs) but not 100% convinced of their effectiveness
Priced out: Highly price sensitive: willing to pay but can't afford to
Issue sceptics: Believe dangers are overstated
Product sceptics: Concerned but not convinced by EFPs

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