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Green Lifestyles - Brazil - January 2013

“Brazilian consumers demonstrate low levels of commitment to some aspects of sustainability. Although Mintel research shows that six in 10 Brazilians consider ‘green’ factors when buying products, and more than three quarters say that they are prepared to make lifestyle compromises to benefit the environment, when compared with concerns relating to social problems such as social security or access to healthcare and education, the issue of sustainability loses its importance. Moreover, evidence suggests that Brazilians are less likely to consider environmental factors if they cost them more.”

– Sheila Salina, Senior Lifestyle Analyst
This report will answer the following questions:

  • How can Brazilian consumers assess sustainability in their daily actions, and at the time of making a purchase?
  • How important is sustainability for Brazilian consumers?
  • Whose responsibility do Brazilians think environmental actions are?
  • How has environmental regulation changed in recent years and how does this affect the companies operating in the country?
  • How has the new regulation of solid waste and recycling affected companies and consumers, and how will it affect them in the future?
  • Why do Brazilian consumers still not trust companies’ “green” initiatives, despite all the progress in corporate social responsibility (CSR)?

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Table of contents

  1. Introduction

      • Definitions
      • Executive Summary

        • The issues
          • Mapping the emerging Brazilian “green” consumer
            • Figure 1: Attitudes toward “green” behavior, June 2012
          • Stronger environmental regulation is forcing companies and consumers to catch up
            • Figure 2: Percentage of aluminum cans recycled, by country, 2010
          • Brazilians think companies and the government should take greater responsibility
            • Figure 3: How responsible do you believe the following entities are in preserving the environment, June 2012
          • CRS is not trusted, but it has the potential to change this perception
            • Figure 4: Attitudes toward “green” behavior, June 2012
          • The importance of “green” for Brazilians depends largely on the context
            • Figure 5: Attitudes toward “green” behavior, June 2012
        • Mapping the Emerging Brazilian “Green” Consumer

          • Key points
            • Even when consumers distrust companies, they still see their potential to make a change
              • Figure 6: Attitudes toward “green” behavior, June 2012
            • Brazilians are willing to consider “green” in purchase decisions
                • Figure 7: Likelihood to consider “green” factors in purchase decisions, June 2012
              • “Green” and saving is the winning combination
                • Figure 8: Attitudes toward “green” behavior, June 2012
              • The huge potential of the Brazilian “green” market
                • Developments that combine environmental aspects with other benefits
                  • What does it mean?
                  • Stronger Environmental Regulation is Forcing Companies and Consumers to Catch Up

                    • Key points
                      • Brazilians are world champions in recycling
                        • Consumers and companies to catch up with recycling
                          • Figure 9: Proportion of materials recycled in Brazil, 2008
                        • Brazil is the country with the greatest proportion of cans recycled
                            • Figure 10: Percentage of aluminum cans recycled, by country, 2010
                          • Brazilian consumers have not yet established a recycling habit
                            • New laws on solid waste to have impact on operations
                              • Companies suffer from exemplary punishments
                                • Brazilian government changes the rules
                                  • International companies taking advantage of concepts that Brazil has yet to exploit
                                    • Important initiatives have led recycling in Brazil
                                      • Pao de Acucar
                                        • Tetra Pack
                                          • Guaraná Antarctica
                                            • What does it mean?
                                            • Brazilians Think Companies and the Government Should Take Greater Responsibility

                                              • Key points
                                                • Consumers expect more “green” actions—but from “others”
                                                  • Figure 11: How responsible do you believe the following entities are in preserving the environment, June 2012
                                                • Consumers think companies can make a difference
                                                  • Figure 12: Attitudes towards green behavior, June 2012
                                                • Regulations expected to shift responsibility to companies
                                                  • What does it mean?
                                                  • CRS is Not Trusted, but it has the Potential to Change

                                                    • Key points
                                                      • Lack of consumer trust in “green” initiatives
                                                        • Figure 13: Attitudes toward “green” behavior, June 2012
                                                      • Companies’ CSR programs need to convince skeptical consumers.
                                                        • Figure 14: Social investments by employers to employees, excluding social welfare payments, BRL, 1996-2006
                                                      • CSR campaigns could become an asset for companies
                                                        • Demographic trends to favor sustainability
                                                          • Brazilian internal market to create opportunities for sustainable products
                                                            • Figure 15: Brazil GDP annual growth rate, 2004-10
                                                            • Figure 16: Which of the following items do you have at home?, June 2012
                                                          • What does it mean?
                                                          • The Importance of “Green” for Brazilians Depends Largely on the Context

                                                            • Key points
                                                              • Putting “green” in context with social concerns
                                                                • Figure 17: Thinking about the city where you live, Which is the problem that you consider to be the most important?, Please rank subsequent issues accordingly (multiple choice), 2010
                                                              • How committed are consumers to being “green”?
                                                                • Figure 18: Attitudes toward recycling and waste reduction, June 2012
                                                                • Figure 19: Attitudes toward “green” behaviors, June 2012
                                                              • What does it mean?
                                                              • Appendix – Likelihood to Consider “Green” Factors in Purchase Decision

                                                                  • Figure 20: Likelihood to consider “green” factors in purchasing a large household appliance, by demographics, June 2012
                                                                  • Figure 21: Likelihood to consider “green” factors in purchasing a small household appliance, by demographics, June 2012
                                                                  • Figure 22: Likelihood to consider “green” factors in purchasing a car/bike/van, by demographics, June 2012
                                                                  • Figure 23: Likelihood to consider “green” factors in purchasing a TV, by demographics, June 2012
                                                                  • Figure 24: Likelihood to consider “green” factors in purchasing an electronic device, by demographics, June 2012
                                                                  • Figure 25: Likelihood to consider “green” factors in purchasing a food/drink (in home), by demographics, June 2012
                                                                  • Figure 26: Likelihood to consider “green” factors in purchasing a food/drink (bar/restaurant, takeaway), by demographics, June 2012
                                                                  • Figure 27: Likelihood to consider “green” factors in purchasing a beauty/personal care product, by demographics, June 2012
                                                                  • Figure 28: Likelihood to consider “green” factors in purchasing clothing/accessories, by demographics, June 2012
                                                                  • Figure 29: Products where “green” factors are most typically considered in purchase, by demographics, June 2012
                                                                  • Figure 30: Products where “green” factors are most typically considered in purchase, by demographics, June 2012
                                                              • Appendix – Attitudes Toward “Green” Behavior

                                                                  • Figure 31: Most popular attitudes toward “green” behavior, by demographics, June 2012
                                                                  • Figure 32: Next most popular attitudes toward “green” behavior, by demographics, June 2012
                                                              • Appendix – Responsibility for Preserving the Environment

                                                                  • Figure 33: Responsibility for preserving the environment by multinational companies, by demographics, June 2012
                                                                  • Figure 34: Responsibility for preserving the environment by government, by demographics, June 2012
                                                                  • Figure 35: Responsibility for preserving the environment by international organizations, by demographics, June 2012
                                                                  • Figure 36: Responsibility for preserving the environment by consumers, by demographics, June 2012
                                                                  • Figure 37: Responsibility for preserving the environment by Brazilian companies, by demographics, June 2012
                                                                  • Figure 38: Responsibility for preserving the environment by NGOs, by demographics, June 2012
                                                                  • Figure 39: Responsibility for preserving the environment by developed countries, by demographics, June 2012
                                                                  • Figure 40: Responsibility for preserving the environment by developing countries, by demographics, June 2012
                                                              • Appendix – Attitudes Toward Recycling and Waste Reduction

                                                                  • Figure 41: Attitudes toward recycling and waste reduction, by demographics, June 2012
                                                              • Appendix – Contacts

                                                                Companies Covered

                                                                To learn more about the companies covered in this report please contact us.

                                                                Green Lifestyles - Brazil - January 2013

                                                                US $3,995.00 (Excl.Tax)