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Akatu 2018 survey outlines an overview of conscious consumption in Brazil and reveals that the time is ripe to recruit new consumers to the path of sustainable consumption

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What is the level of awareness and behavior of Brazilians towards conscious consumption? What are the barriers and motivations for more sustainable practices? What is the perception and expectation of Brazilians in relation to the social and environmental responsibility of companies? These were some of the questions answered by the “Akatu 2018 Survey – Panorama of Conscious Consumption in Brazil: challenges, barriers and motivations”, launched on July 25 at Sesc Consolação, in São Paulo. One of the main conclusions indicates that most Brazilians seek a healthier lifestyle, but associate changing habits with effort and high costs.

The survey is in its fifth edition and investigates the evolution of the level of awareness of Brazilians in consumer behavior, in addition to indicating the main challenges, motivations and barriers to the practice of conscious consumption.

Based on the Conscious Consumption Test (CBT), which involves 13 behaviors, the survey analyzed how much some attitudes are part of the interviewees' routine, in addition to their shopping habits. The degree of awareness of Brazilian consumers is divided into the following profiles: indifferent, beginner, engaged and aware. Thirteen conscious consumption behaviors are evaluated in the survey, which serve as the basis for the results related to conscientious consumption. From them, it is considered: "indifferent" those who adhered to up to 4 behaviors, "beginners" from 5 to 7, "engaged" from 8 to 10 and "aware" from 11 to 13. It is important to note that these 13 behaviors were chosen on a statistical basis for representing / correlating with a huge number of other behaviors and for being able to segment consumers into these four profiles.

To carry out the research, 1,090 people were interviewed, men and women, aged over 16, from all social classes and from 12 capitals and/or metropolitan regions across the country, between March 9 and April 2 this year. One of the conclusions of the survey is that there has been a significant growth in the "beginner" consumer segment, from 32% in 2012 to 38% in 2018 - which shows that the time is for recruiting indifferent consumers for more sustainable habits of consumption.

The survey shows that 76% are the least aware (“indifferent” and “beginners”) in relation to consumption and that the highest level of awareness is biased towards age, social and educational qualification: 24% of the most aware are over 65 years, 52% are from AB class and 40% have higher education. The segment of more conscious consumers (“engaged” and “aware”) is mostly female and older. The “indifferent” segment, the least aware group of all, is mostly younger and more masculine.

Conscious consumption behaviors

A second analysis was also carried out considering 19 behaviors indicative of conscious consumption, thus adding 6 behaviors to the initial list. In a factorial analysis, the survey results showed a gradient that goes from awareness within the home, where adherence is strongest, to awareness of public reach, where it is weakest. Awareness at home, which includes the behavior of avoiding leaving the light bulb on for nothing, for example, is the stage of the "indifferent" and "beginners", who are in the "out of pocket" stage, where the financial issue is still the main factor leading them to adhere to conscious behaviors.

The “engaged” ones are in the planning stage, as their sustainable practices include planning to purchase clothes and food. The conscious, in turn, have more active behaviors, which go beyond the house, including, for example, voting for a politician who defends social or environmental issues.

On the path to sustainability

Brazilians clearly prefer the path of sustainability to consumption. In a set of alternatives offered to respondents in 10 different themes, when expressing the ten main desires of Brazilians, among the first seven are a clear expression of preference for alternatives that move towards sustainability. While the first place is occupied by the desire for “healthy lifestyle”, the second place indicates the desire for the “own car” (consumption). The following three items indicate a preference for sustainability paths: “clean water, preserving sources”, “healthy, fresh and nutritious food” “time for people I like”.

The increased concern for healthy eating and clean and preserved water, pointed out in the Akatu 2018 Survey, is probably related to the socio-environmental context in recent years. “The concern with water, for example, may be a reflection of the water crisis that has spread to different areas of the country, justifying the desire for “clean water” in third place in the ranking”, analyzes Helio Mattar, director-president of Instituto Akatu .

• Seven tips for healthy and sustainable eating

On the other hand, having your own car appears as the main obstacle in the absolute leadership of the sustainability path. In each of the different consumer profiles (indifferent, beginner, engaged and conscious), the desire for this good is always among the seven greatest desires. When separated by regions of the country, the Southeast is the only one that presents its own car as the first wish in the ranking. The survey also points out that the desire for their own car is the first among the C, D and E classes – precisely those that are most impacted by the problems of public transport.

Barriers and triggers for conscious consumption

Brazilians want to follow the path of sustainability, clearly expressing their desire for well-being in the form of a healthy life. If so, shouldn't the percentage of “more aware” consumers be much higher than 24%? Why isn't it? To identify the answer to this question, the Akatu Survey investigated what people see as obstacles to conscientious consumption practices.

The main barrier to more sustainable habits is the need for effort, including the following items: "requires a lot of changes in the family's habits", "requires a lot of changes in habits", "they cost dearly", "requires more information about the issues/impacts environmental and social”, “it takes more work” and “they are harder to find to buy”. Among those who agree that effort is the biggest barrier, the perception that sustainable products are more expensive stands out.

As for the triggers that would lead to the adoption of more sustainable habits, consumers value more those who impact the world, society. Therefore, the survey classified triggers into two groups: emotional (with benefit to others, the world, society) and concrete (with benefit to me). The most voted item in the first category was “contributes to a better future for children/grandchildren”, while in the second category it was “benefits my health”.

The Southeast was the most affected by emotional triggers (96.9%), the Northeast by concrete triggers (89.8%) and the North and Midwest by concrete triggers (85%).

In general, the perceived high price of sustainable products and the lack of information and unavailability of products are key issues that represent barriers for the Brazilian consumer. “It is noticed that the consumer wants and needs to know more about these products, to break down barriers and to trigger triggers”, says Mattar.

corporate social responsibility

According to the survey, consumers value companies that take better care of people. Among the eight main causes that most mobilize the consumer to buy a product of a certain brand, five are linked to the care of people: acting in the fight against child labor; treat employees the same regardless of race, religion, sex, gender identity or sexual orientation; invest in programs for hiring people with disabilities; contribute to the well-being of the community where it is located; and offer good working conditions.

On the other hand, there is a greater force in demobilization than in mobilization, that is, the factors that would greatly reduce the willingness to buy a product are more present in the population than the factors that would greatly increase or neither increase nor decrease this willingness . Thus, causing health problems or injuries and denouncing unfair competition are the main reputational detonators for a company's products.

in times of fakenews, the credibility of the information source is as relevant as the company that discloses its actions. According to the survey, 32% of Brazilians trust the information disclosed by the company itself; 31% say trust depends on where the news came from.

As for a more general position, 59% believe that companies should do more than what is in the law and bring more benefits to society.

• Access the Akatu Survey 2018 presentation.