Spring 2024

The results of the Green Mindset survey will come in March. 

Produced by Kantar Emor

Language: Estonian (original title: Rohekuvand 2024)

Format: MS Power BI

The study reveals

‒ how important is the environmental sustainability by attitude

‒ which brands represent the green mindset the best

Survey focus

We mapped in the survey:

− How important is the environmental sustainability is for Estonian people.

• Whose RESPONSIBILITY it is perceived to help tackle climate change and environmental issues: international organizations / government / companies-brands / people like me / NGOs and non-profit; who is perceived as taking significant ACTIONS?
• Will a solution to the climate change primarily come from change in our BEHAVIOR & CONSUMPTION pattern or from INNOVATION and TECHNOLOGICAL DEVELOPMENT?
• The importance of environmental friendliness of used PRODUCTS & SERVICES as well as the green mindset of MANUFACTURERS-SERVICE PROVIDERS
• What is considered the MOST IMPORTANT in terms of environmental friendliness of a product / service
• Are people WILLING TO PAY MORE for an environmentally friendly product / service
• OVERALL ATTITUDES towards climate change and environmental friendly consumption

− Which well-known product and service brands are perceived to have the green mindset in the opinion of Estonian people.

• Green mindset of the brands / companies BY SECTOR, i.e. how environmentally friendly my brand is compared to a companies / brands of similar field of activity
• Green mindset of the brands / companies BY SOCIO-DEMOGRAPHIC and ATTITUDINAL SEGMENTS

Table of contents:

1. Estonian perspectives on assessments of environmental sustainability and possible solutions to climate change.
2. Comparative assessments by country of their own, others', and institutional environmental sustainability.
3. Perception of potential solutions to climate change and inter-country comparisons.
4. The importance of product and service environmental friendliness.
5. Willingness to pay more for environmental friendliness.
6. Brands with a green mindset across different sectors.
7. Intra-industry and cross-industry green image of brands/companies.
8. Brands' environmental consciousness segmented by target audience.
9. Brand clusters.

Report includes the summary and conclusions of the results.

Methodology

CAWI (Computer Assisted Web Interviewing) conducted once a year.

Target groups: Estonian residents aged 15-74

Sample: at least 1000

Brand list 2024

A Le Coq Premium | Adidas | ABB | Alexela | Alma | Apollo | Apotheka | Apple | Bauhof | Benu Apteek | Bigbank | BLRT | Bolt | Circle K | Cleveron | Coop | Coop Pank | Depo | DHL | DPD | Enefit | Eesti Gaas | Eesti Loto | Eesti Pagar | Eesti Raudtee | Elektrilevi | Elering | Elisa | Elron | G4S | Ergo Insurance | Ericsson Eesti | ERR | Espak | Euroapteek | Euronics | Facebook | Farmi | Fazer | Google | Toyota Baltic | Harju Elekter | Helmes | Grossi Toidukaubad | IF Kindlustus | Ikea | Instagram | Itella Smartpost | Itella Smartpost | McDonalds | Kalev | Kaubamaja | K-Rauta | Leibur | LHV | Liviko | Luminor | Lux Express | Makita | Maks & Moorits | Maxima | Merko Ehitus | Microsoft | Mo Saaremaa | Neste | Netflix | Nike | Nordecon | Nortal | Nõo Lihatööstus | Olerex | Omniva | Orkla | Paulig | Pipedrive | Postimees | Prisma | Põltsamaa | Rademar | Radisson | Ragn Sells | Rahva Raamat | Rakvere LK | Rannarootsi | Rimi | RMK | Rocca Al Mare | Saaremaa LT | Saku Õlletehas | Salvest | Samsung | SEB | Selver | Sportland | Spotify | Starship Technologies | Stora Enso | Swedbank | Südameapteek | Tallegg | Tallink | Tallinna Lennujaam | Tallinna Sadam | Tallinna Vesi | Tartu Mill | Tele2 | Telia | Tere | TS Laevad | Utilitas  | Valio Eesti | Viking Line | Viru Keemia Grupp | Wise | Wolt | Ülemiste keskus |  YouTube

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