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Marketing textbook, chapter 4

Market research → Decision problems in the context of data collection → Measurement theory basics (Chapter 4.2.2)

A survey was conducted on behalf of the European Commission to determine the attitudes of EU citizens towards the environment.

People aged 15 and over with the nationality of an EU member state and resident in one of the member states of the European Union were surveyed (survey subjects). Sampling was carried out using multi-stage random selection. The surveys were conducted as „face to face“ interviews with the selected persons in the respective national language. A total of 26,730 people were interviewed.

The characteristic to be measured was defined as „willingness to act in an environmentally oriented manner“ and the willingness to buy environmentally friendly products was identified as a suitable indicator, which was operationalised using the following question: „I am generally willing to buy environmentally friendly products, even if they are slightly more expensive than normal products.“ The measurement was carried out using a five-point interval scale (1 = don't know/no answer / 2 = strongly disagree / 3 = somewhat disagree / 4 = somewhat agree / 5 = strongly agree).

Three quarters (25 per cent strongly agree, 50 per cent somewhat agree) stated that they are willing to buy environmentally friendly products, even if they are slightly more expensive than normal products, while almost a fifth are unwilling to change their consumption habits in favour of the environment.

The diagram breaks down the response categories to the question of environmental orientation.
Results of the survey on the environmental orientation of EU citizens
Image description

The diagram breaks down the response categories to the question of environmental orientation as follows:

  • Positive attitude (75 %):
    • 25 % („Fully agree“): A quarter of EU citizens identify very strongly with environmental issues.
    • 50 % („Tend to agree“): Half of all respondents tend to be environmentally orientated.
  • Negative basic attitude (19 %):
    • 14 % („Rather disagree“): A small proportion of respondents do not see themselves as having a strong environmental focus.
    • 5 % („Do not agree at all“): A very small minority rejects environmental orientation altogether.
  • Neutral/Undecided (6 %):
    • This proportion is accounted for by the „Don't know / No response“ category.

Sources:

Yellow book cover with the title „MARKETING - Introduction to Theory and Practice“ in white and blue letters. At the bottom are two colourful, stylised hands that together form a heart. Authors: Andreas Scharf, Bernd Schubert, Patrick Hehn and Stephanie Glassl. Publisher: Schäffer-Poeschel.
Marketing textbook,
8th edition

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