39 % of Spaniards willing to pay premium for organics

39 % of Spanish consumers, and 48 % worldwide, are ready to pay an additional 10 % to buy sustainable products despite the economic crisis, Ecoticias reports. Thus, explained the manager of operations of Havas Media in Spain, José María Frigola, during the presentation of the study in Madrid, "sustainability is defying the economic crisis.” Although the main concerns of the respondents have changed since the last survey was conducted, and now the economic situation and unemployment is the major concern worldwide, issues related to sustainability were the second most important concern. Consumers are aware of the issue to a high level, and have taken concrete action", according to Mr Rodes.
 

In fact, according to the study, 77 % of Spaniards believed that consumers should punish irresponsible companies, and the same percentage said companies that behaved in a sustainable manner should be rewarded. Also, 80 % of consumers worldwide believed that companies should lead the shift towards a more sustainable production model, and 80 % of Spaniards believed the same, while only 30 % stated governments bear primary responsibility for the problem. After analyzing 20 different brands of eight sectors, Havas Media concluded that the marks positioned best in terms of sustainability in Spain were Danone, Nestle, and El Corte Inglés, while globally the best results were obtained by Danone, Nestle and Unilever. In contrast, the worst performing sectors were the oil companies, the automotive industries and utilities such as electricity and gas. The same applied to consumer goods companies that were lagging behind in this sense. Finally, telecommunications and financial sectors were considered as those with the least impact.
 

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