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Climate Change and Consumer Behavior Summary

Core Content

This document presents findings from an Ipsos survey conducted for the World Economic Forum in January 2020, based on data collected from October to November 2019. The survey aimed to understand how adults across 28 countries are modifying their consumer behavior in response to climate change concerns. It highlights the global trend and regional variations in consumer actions, as well as the types of products and services that are most commonly affected by these changes.

Main Findings

• Global Trends:

  • 69% of adults across 28 countries have made changes to their consumer behavior due to climate change concerns.
  • 17% have made a lot of changes, while 52% have made a few changes.
  • 8% have made no changes at all.

• Regional Variations:

  • Countries with the highest percentage of consumers making changes include:
    • India: 88%
    • Mexico: 86%
    • Chile: 86%
    • China: 85%
    • Malaysia: 85%
    • Peru: 84%
  • Countries with the lowest percentage of consumers making changes:
    • Japan: 31%
    • United States: 56%
    • Netherlands: 57%
    • Russia: 52%

Key Consumer Actions

Among those who have made changes, the following actions are most common globally:

• Water usage at home: 60% of those who have made changes (i.e., 41% of all adults)
• Recycling: 57% of those who have made changes (39% of all adults)
• Energy use at home: 55% of those who have made changes (38% of all adults)
• Reusing products: 50% of those who have made changes (35% of all adults)
• Food purchased: 46% of those who have made changes (32% of all adults)
• Home appliances: 41% of those who have made changes (28% of all adults)

Country-Specific Actions

Some countries have higher rates of specific actions compared to the global average:

• Water use in home: South Africa (70%)
• Recycling and reusing: Australia (79%), Canada (73%), New Zealand (70%)
• Home energy use: Netherlands (74%)
• Food purchases: Germany (63%)
• Composting: Canada (49%), New Zealand (44%)
• Motor vehicle: India (40%)
• Commuting: China (51%)

Methodology

• Sample Size: 19,964 adults aged 16–74 across 28 countries.
• Sampling Details:
  • In some countries, the sample is more urban, educated, and affluent.
  • The data is weighted to reflect the demographic profile of the adult population according to the most recent census data.
• Precision:
  • Polls with 1,000 respondents are accurate to ±3.5%.
  • Polls with 500 respondents are accurate to ±4.8%.

Additional Notes

• None of the above: 2% of respondents reported no changes in any of the listed areas.
• The survey was conducted via the Global Advisor online platform, and the results are interpreted as reflecting the views of the more connected segments of the population in some countries.

Conclusion

The survey underscores a growing global awareness of climate change and its influence on consumer behavior. While the majority of adults have taken steps to reduce their environmental impact, the extent and nature of these changes vary significantly across regions, with some countries showing more proactive engagement than others.