The results of a WTTC-YouGov survey of 10,000 UK consumers feature in its Bridging the Say-Do Gap, which explores the extent to which environmental concerns are governing purchasing – and concludes: “People want to do the right thing, but not if it costs extra.”
The report said: “Often shoppers will express support for environmental causes, yet still rank price and quality as their top concerns when it comes to spending money. This tendency to say one thing but do another has come to be known as the ’say-do’ gap – the disparity between people’s words and their actions.”
The report identified six different types of consumers:
