Concept of sustainability increasingly known among Germans

According to a representative survey conducted by GfK Verein, the concept of sustainability is more and more known among German consumers.

For the fourth year in a row, the GfK Verein has asked approximately 1.000 persons regarding their understanding of sustainability and has revealed the following results: 

  • 86% have already heard or read about the concept of sustainability.
  • Only 14% state that they have never come in contact with the term. This represents a reduction of 50% compared to 2012.
  • 25% link sustainability to environmentally responsible behavior, 19% to using renewable resources and further 10% to engaging into recycling.

Yet, sustainability aspects only play a minor role in consumers’ shopping decisions: 41% claim to consider sustainability rather important and 21% deem it only partly important when doing their groceries.

Further information can be found here.

Source: GfK (Gesellschaft für Konsumforschung) Verein