Findings, Key Takeaways, Trends, Conclusions, and Implications for Brands from the ROMPAP Study on Sustainability in Romania
Findings:
Romanians prioritize sustainability: Over 85% of respondents consider sustainability and environmental care important.
Dissatisfaction with recycling: Only 7% believe recycling efforts are sufficient, indicating a gap between environmental awareness and action.
Public desire for action: 60% of respondents want to do more for the environment, highlighting potential for increased involvement.
Environmental knowledge is good: Over 90% recognize terms like recycling, reusable packaging, and plastic pollution.
Shared responsibility for recycling: Citizens (60%) hold the primary responsibility, followed by municipalities (55%), sanitation companies (50%), and the government (47%).
Plastic perceived as more polluting: 78% view plastic items as more harmful than paper/cardboard packaging.
Public prefers sustainable packaging solutions: Biodegradable alternatives (34%) and paper/carton options (25%) are favored to replace plastic. Additionally, 52% are willing to switch from plastic packaging.
Paper/carton packaging viewed favorably: Half the respondents find them equally attractive as plastic, and 50% choose them over plastic at similar prices.
Selective waste collection is common: Over half practice selective waste collection, primarily for plastic (92%), glass (75%), and paper/carton (70%). Environmental responsibility and a sustainable future are the main motivators.
Barriers to selective collection: Lack of proper infrastructure (48%), limited storage space (38%), and skepticism about sorting efficacy (35%) are the biggest hurdles.
Key Takeaways:
Sustainability is a growing priority for Romanian consumers.
There's a need to bridge the gap between environmental awareness and action through improved recycling infrastructure and education.
Romanians are open to adopting sustainable practices like using less plastic and choosing eco-friendly packaging.
Trends:
Rising consumer demand for sustainable products and packaging.
Increased focus on corporate social responsibility (CSR) initiatives related to environmental sustainability.
Conclusions:
Romanian consumers are becoming more environmentally conscious and willing to take action. Brands can capitalize on this trend by offering sustainable products, promoting eco-friendly practices, and implementing transparent recycling initiatives.
Implications for Brands:
Emphasize sustainability in product development, marketing, and messaging.
Invest in sustainable packaging solutions like biodegradable or recycled materials.
Partner with recycling programs and promote their accessibility to consumers.
Support educational campaigns to raise awareness about sustainable practices.
Clearly communicate your brand's commitment to sustainability efforts.
By incorporating these strategies, brands can resonate with environmentally conscious Romanian consumers and gain a competitive edge in the marketplace.
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