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Green Mindset Survey 2023 –
Green Mindset Survey 2023
Green Mindset Survey 2023
Green Mindset Survey 2023
Green Mindset Survey 2023

Green Mindset Survey 2023

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Spring 2023

Produced by Kantar Emor

Language: Estonian (original title: Rohekuvand 2023)

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 map in the survey:

How important is the environmental sustainability is for Estonian people.

‒How COMMITTED TO PRESERVING THE ENVIRONMENT people perceive the government of the Republic / the local authorities / big companies / people in neighborhood / himself / herself

‒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

‒Which type of ENERGY is considered the GREENEST

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 (manufacturing, infrastructure, retail, finance/IKT/telecom)

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.


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

Target groups: Estonian residents aged 15-74

Sample: at least 1000


Brand list 2023

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 | Eesti Energia | Eesti Gaas | Eesti Loto | Eesti Pagar | Eesti Raudtee | Elektrilevi | Elering | Elisa | Elron | Enefit Green | Ergo Insurance | Ericsson Eesti | ERR | Espak | Euroapteek | Euronics | Facebook | Farmi | Fazer | Google | Hansaplant | Harju Elekter | Helmes | Hortes | IF Kindlustus | Ikea | Instagram | Itella Smartpost | Itella Smartpost | Juhani Puukool | 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


Technical and payment information

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