8/10/2019 Global Consumer Survey

1/10

www.pefc.org

Thorsten Arndt

Head of Communication

PEFC International

Global Consumer

Survey

8/10/2019 Global Consumer Survey

2/10

Survey design

20

Client: PEFC International, Genve.

Subject: PEFC Label.

Method: GfK GLOBO BUS- ONLINE.

Sample: 1,000 men and women aged 16+ years in each

country: Australia, Austria, Brazil, China, Finland,

France, Germany, Italy, Japan, Spain, Sweden, UK

and USA.

Fieldwork: 15thto 31thOctober 2014.

8/10/2019 Global Consumer Survey

3/10

My shopping choices of opting for a labeled product can

make a positive difference to the worlds forest

26%

34%

30%

6%4%

5 - I strongly agree

4

3

2

1 - I stronglydisagree

21

8/10/2019 Global Consumer Survey

4/10

Do you actively look for forest certification

labels?

29%

71%

Yes

No

22

8/10/2019 Global Consumer Survey

5/10

What reassures you most that environmental

considerations have been taken into account?

16

17

24

30

54

Media recommendation - TV,press, newspaper

Recommendations of family/friends

Brand

Country of origin ("Made in")

Label certifying ethicalconsiderations

23

8/10/2019 Global Consumer Survey

6/10

Would you prefer companies to label products?

81%

4%

15%

Yes

No

Don't know

24

8/10/2019 Global Consumer Survey

7/10

0 10 20 30 40 50 60

None

PEFC

Any label (net)

None

PEFC

Any label (net)

Do you know these labels?

25

ASF / CERFLOR / CFCC / SFI

8/10/2019 Global Consumer Survey

8/10

Do you trust these labels?

26

14

15

24

23

49

49

7

7

6

6

FSC

PEFC

5 - I strongly agree

4

3

2

1 - I strongly disagree

(ASF / CERFLOR / CFCC / SFI)

is a label I can trust

is a label I can trust

MeanValue

3,4

3,3

8/10/2019 Global Consumer Survey

9/10

Summary

27

Consumers agree that their shopping choice can

make a positive difference

Almost 1/3 of all consumers state that they actively

look for a certification label

PEFC is the most trusted global certification system

Consumers trust certif ication labels and expectcompanies to label products

8/10/2019 Global Consumer Survey

10/10

www.pefc.org

Thank you

Thorsten Arndt

Head of Communication

PEFC International