sustainable consumption - today or tomorrow?
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Tausojantis vartojimas – šiandien ar rytoj?
Sustainable consumption - today or tomorrow?
2011 m.
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Sustainable consumption – relevant today or
just as expectations of tomorrow?
• Aim of the survey is to determine consumers’ opinion regarding their rights as consumers in the environment of sustainable consumption.
• Aim of the survey is to determine the relation of sustainable consumption with popularity of organic products and situation of such products’ labelling and advertising.
• The results of the research have enabled the better understanding of present situation and highlighted the shortages of sustainable consumption education – is it relevant today or should it be left for tomorrow?
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METHODOLOGY OF THE RESEARCH
– Sample
50 respondents have been surveyed for the research
– Selection procedure
Multistage stratified probabilistic selection method has been employed for the research. This method ensures the representativeness of the data, i.e. every houshold of the of the surveyed region has equal possibilities to participate and therefore the selected population according to the targeted criteria complies with the general population. The results represent the opinions and evaluations of the target group aged 18 – 65.
– Alocation of the research
The research has been conducted in the region of Wetern Lithuania
– Data analysis
Analysis of the data has been performed using SPSS/MS software. The report includes percentage distribution and distribution according to social – demographic characteristics.
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Demographic characteristics of the respondents
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Demographic characteristics of the respondents
20%
24%
25%
37%
22%
13%
18%
19%
15%
8%
Men
Women
2 pic. Age of the respondents
56 and over
46 - 55
36 - 45
26 - 35
18 - 25
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Demographic characteristics of the
respondents
10%
7%
4 9 %
3 1 %
17%
27%
6%
5%
15%
21%
3%
9%
Men
Women
3 pic. Education of the repondents Other
University
College
Higher
Secondary
Unfinishedsecondary
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Demographic characteristics of the respondents
83%
11% 6%
0%
20%
40%
60%
80%
100%
6 pic. Place of residence
Large towns
Distric centre
Rural areas
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Demographic characteristics of the
respondents
8%
20%
27%
3%
1%
4%
14%
19%
3%
1%
7 pic. Social – demographic characteristics of the respondents
Other
House keeper
Student
Pensioner
Unemployed
Farmer
Self employed
Emploee - technical worker
Specialist officer
Highest - middle level manager
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
17%
20% 52%
11%
8 pic. Knowledge of the respondents on their rights as consumers
Knows perfectly
Knows well
Knows partly
Completelyunaware
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
83%
60%
5% 6%
30%
0%
20%
40%
60%
80%
100%
9 pic. What are the sources providing knowledge on consumer rights?
Press, internet
Television, radio
Lectures
Seminars
Other
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
4%
12%
28%
53%
3%
0%
10%
20%
30%
40%
50%
60%
11 pic. You think that information regarding consumer rights is:
Plenty
A lot
Sufficient
Insufficient
Non at all
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
7% 12%
15%
66%
0%
10%
20%
30%
40%
50%
60%
70%
14 pic. Are you aware of the free telephone lines providing information on consumer rights:
Perfectly of them all
Just some
Very few
Non at all
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
12%
25%
18%
39%
6%
0%5%
10%15%20%25%30%35%40%45%
15 pic. How often during last 6 months you have encountered the problem of labelling or lack of info on the label?
Once a week or moreoften
2 - 3 times a month
Once a month
Less often than once amonth
Never encountered
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
42%
22%
38%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
16 pic. Main problems encountered when reading the labels?
Information given in too smallletters
Information hidden undermarketing claims
Label readable not so well
Additional info dwarfs themain
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Knowledge of the respondents regarding their rights as
consumers in the sustainable consumption environment
15%
37%
13%
25%
12%
31%
14%
27%
44%
34%
31%
29%
21%
33%
42%
16%
19%
17%
32%
19%
21%
2%
2%
22%
12%
14%
8%
18%
14%
11%
12%
15%
13%
21%
14%
Address of the producer
Information about the price
Validity time
Info of storing conditions
Info on ways of preparing
Info regarding additives
Nothing
17 pic. What is it that you miss on the labels?
Never
Veryseldom
Seldom
Often
Very often
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Knowledge of the respondents regarding their rights as
consumers in the sustainable consumption environment
63%
42%
17%
58%
39%
43%
22%
24%
37%
30%
27%
32%
11%
31%
35%
12%
34%
21%
4%
3%
10%
4%
1%
Validity time
Storingconditions
Preparationways
Price
Additives
Producer
18 pic. Which info on the label is the most important?
Completelyunimportant
Unimportant
Averagelyimportant
Important
Veryimportant
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
63%
37%
72%
28%
82%
18%
75%
25%
Totally agree Agree Partly agree Disagree
19 pic. Info on the label should be:
Well seen andreadable
Presented innationallanguage
On a well seenspot
Non hidden andblurred
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
12%
54%
43%
35%
12%
49%
15%
12%
42%
32%
54%
47%
24%
38%
28%
38%
37%
6%
2%
15%
47%
10%
37%
40%
8%
5%
1%
2%
10%
3%
18%
7%
1%
3%
0%
1%
7%
0%
2%
3%
Marketed looks
Price
Quality
Taste
Fast preparationpossibility
Validity term
Traditions
Advertising
21 pic. Your choice of the product is determined by:
Other
Complettelyundetermined
Undetermined
Partlydetermined
Greatlydetermined
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
38% 42%
29%
78%
26%
22 pic. What factors influence your choice?
Brand
Prducer name
Packaging
Possibility to buy cheaper
Organic label
Other
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
32%
59%
9%
23 pic. When choosing a product the packaging for you is:
Very important
Important
Completelyunimportant
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
3%
13%
29%
37%
18%
24 pic. The offer of organic production is:
Very large
Large
Average
Small
Very small
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
3%
13%
29%
51%
25 pic. How often you buy organic products:
Never
Seldom
Often
Always
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
31%
23%
37%
42%
15%
45%
26 pic. What kind of organic products you buy?
Vegetables
Fruits
Breads
Groats
Meat
Other
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
39%
47%
3%
28%
17%
27 pic. On the label of an organic product you:
Find all you need
Miss info ensuringqualityMiss info on producer
Miss info on benefits
Miss info on qualities
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
1%
12%
37%
29%
21%
28 pic. In your opinion info on organic products’ labels regarding their qualities and benefits is:
Plenty
Sufficient
Little
Non at all
Kita
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
5%
20% 18%
57%
6%
0%
10%
20%
30%
40%
50%
60%
29 pic. In you opinion the advertising on organic production is:
Plenty
A lot
Sufficient
Little
Non at all
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Knowledge of the respondents regarding their
rights as consumers in the sustainable
consumption environment
23%
59%
18%
Pic. 30 Is the sustainable environment development a determining factor for you when choosing food products?
Yes No I don't know
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RESULTS OF THE RESEARCH
• Whole 52% of research respondents are aware of their consumer rights only partly.
• 11% of research respondents are completely unaware of their consumer rights.
• 26% respondents would be able to protect their consumer rights while whole 60% could do this just partly.
• 51% indicated that they encounter the violations of their consumer rights often, i.e. at least once every six months and 35% of respondents agreed that such violations are encountered very often (i.e. 1 – 2 times every month).
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RESULTS OF THE RESEARCH
• Between the most popular sources providing information about consumer rights was the internet (83%), television and radio (60%).
• Nevertheless most respondents consider such information is insufficient (53%).
• The level information of consumers regarding their rights is obvious.
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RESULTS OF THE RESEARCH
• More that half of all respondents (51%) never buy organic production and only 3% buy them all the time.
• Whole 37% of respondents agree that offer of organic production is too small. The most popular organic products of the market are groats and breads.
• Most of the time respondents miss information regarding organic products benefits (47%) and their qualities (39%) on the labels.
• More than half respondents consider advertising of organic production insufficient.
• Majority of the respondents (59 %) claim that sustainable development of the environment is not a determining factor for them when choosing food products and only 23 % agree they mind this aspect.
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