Spring 2026

Produced by Emor

Language: Estonian (original title: Rohekuvand 2026)

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.

• What are the general attitudes towards environmentally sustainable consumption and responsibility, including:

  • the importance placed on sustainability;
  • the perceived credibility and clarity of companies’/brands’ environmental claims;
  • the distribution of responsibility between consumers and companies, etc.
• 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. The general attitudes towards environmentally sustainable consumption and responsibility.
   
2. The importance of product and service environmental friendliness.
3. Willingness to pay more for environmental friendliness.
4. Brands with a green mindset across different sectors.
5. Intra-industry and cross-industry green image of brands/companies.
6. Brands' environmental consciousness segmented by target audience.
7. 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 16-74

Sample: at least 1000

Brand list 

A Le Coq Premium | Adidas | ABB | Alexela | Alma | Apollo | Apotheka | Apple | Aura | 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 | Elenger (Eesti Gaas) | Elering | Elisa | Elron | Enefit |G4S | Ergo Insurance | Ericsson Eesti | ERR | Espak | Euroapteek | Euronics | Facebook | Farmi | Fazer | Google | Toyota Baltic | Harju Elekter | Helmes | Grossi Toidukaubad | Harju Elekter | Helmes | H&M | IF Kindlustus | Ikea | Instagram | Jysk | Smartposti  | 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 | Olerex | Omniva | Orkla | Paulig | Pipedrive | Postimees | Prisma | Põltsamaa | Rademar | Radisson | Ragn Sells | Rahva Raamat | Rakvere LK | Rannarootsi | Rimi | RMK | Rocca Al Mare |  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 Elron 

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