Grass-2_en

December 2013 - March 2014

CHARITY AND ATTITUDE TO SOCIALLY

RESPONSIBLE MARKETING

GRaSS-2

2

SAMPLE AND DATA COLLECTION METHOD

Total number of respondents 1067

Source: MarketSense database

Data collection period: December 2013 - March 2014

The sample is weighted on age and gender for representation of Moscow population 18-45 years old

3

QUESTIONS

1. In your opinion to what extent charity activities and willingness to help people are developed among …1. … regular people, our fellow citizens2. … people with extremely high income3. … local (Russian) companies4. … foreign companies working in Russia5. … public organizations6. … religious organizations (of different confessions)

2. Would you like if a part of the organization’s profit you work at came to charity or social projects in your city, region or country to support education, health care service, etc.?

3. Are you ready to pay for goods more (compared to its regular price) being aware that part of profit comes to charity?

4. Please estimate level of your awareness of the following certificates and labels which one can find at different goods

5. Are you ready to pay more for goods with the following certificates and labels?1. Fair Trade2. Rain Forest (made of renewable natural resources)3. FSC 4. Vegan5. Biodegradable/ compostable / eco-friendly packaging6. Does not destroy ozone screen7. Not tested on animals8. Blue Angel (safe-health, no harmful ingredients)9. European emission certificate Euro 3, 4 – limitation of air emission (for automotive engine)10. Green Planet11. Green Product

4

EVALUATION OF CHARITY ACTIVITY: ALL SAMPLEIn your opinion to what extent charity activity and willingness to help people are developed among … (%)

… public organizations

… religious organizations (of different confessions)

… foreign companies working in Russia

… regular people, our fellow citizens

… people with extremely high income

… local (Russian) companies

13

17

8

6

4

3

36

31

28

20

19

13

37

31

38

45

42

43

9

12

18

22

25

28

2

6

6

6

8

10

Very strongly developed Strongly developed At average level Poorly developed

Very poorly developed no answer

5

EVALUATION OF CHARITY ACTIVITY: GENDERIn your opinion to what extent charity activity and willingness to help people are developed among … (TOP-2, “Strongly developed” + «Very strongly developed», %)







49

48

36

25

23

16

48

49

37

24

20

14

50

47

35

27

26

17

Women Men

All

6

EVALUATION OF CHARITY ACTIVITY: AGEIn your opinion to what extent charity activity and willingness to help people are developed among … (TOP-2, “Strongly developed” + «Very strongly developed», %)







49

48

36

25

23

16

57

46

42

21

31

21

51

48

39

26

25

17

41

50

28

27

16

10

36-45

26-35

18-25

All

7

EVALUATION OF CHARITY ACTIVITY: INCOMEIn your opinion to what extent charity activity and willingness to help people are developed among … (TOP-2, “Strongly developed” + «Very strongly developed», %)







49

48

36

25

23

16

45

45

31

27

20

17

53

48

38

24

23

16

49

56

39

25

23

14

More 45 000

30 001 - 45 000

Up to 30 000

All

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ATTITUDE TO CORPORATE CHARITYWould you like if a part of the organization’s profit you work at came to charity or social projects in your city, region or country to support education, health care service, etc.? (%)

All

Men

Women

18-25

26-35

36-45

Up to 30 000

30 001 - 45 000

More 45 000

74.4639479339263

70.4733150709977

78.3055828976345

76.5303975502516

73.2287786883397

74.4545779817861

73.4275015842233

75.5652490254171

71.300291341525

5.97164787199557

5.7458061291614

6.1890573820501

6.5592215009412

5.21716349838538

6.44167334474504

7.24785574166086

4.64255453482825

3.95676061551347

4.56584894187943

6.71134912710496

2.50045510353136

6.01377981142409

6.1875483143625

1.64402243834328

7.30272288147717

3.32160079182684

3.40807885796812

14.2751702767844

16.4315830710556

12.1992712724903

10.6362040839591

14.5431263433013

16.5270793355709

11.7558935964588

15.1019868652407

19.912431977819

Yes, I would (rather would)No, I would not (rather would not)It makes no difference to meIt already exists in our organizationno answer

9

READINESS TO PAY MORE FOR SOCIALLY RESPONSIBLE BRANDAre you ready to pay for goods more (compared to its regular price) being aware that part of profit comes to charity? (%)

All

Men

Women

18-25

26-35

36-45

Up to 30 000

30 001 - 45 000

More 45 000

50.052409003137

49.6272383420949

50.4617051055617

50.854380759766

51.7567910832539

47.4891608729424

49.3180563787233

53.5313811074164

47.5933345709347

28.5889096115801

28.3861848856387

28.7840652227169

31.7545192910094

27.2356696943595

27.9428694779412

28.4429483470342

28.1415563030841

27.8839566572524

7.33179116903029

7.31214754394115

7.35070136186165

7.30805131666385

7.27156317165066

7.41912571384247

10.0110562384526

5.48642646785781

8.52107452651455

2.72718914964554

1.27954741998232

4.12078041063533

2.48223891792328

2.51073162444276

3.15362846805848

1.89091854116235

3.50011430356348

1.95681994841241

10.513205987728

12.5840014669767

8.5197276124887

7.60080971463777

10.3937448391597

12.7068807982666

10.0604005462899

9.04316850803972

10.645021101936

Yes, I am ready to pay more but no more than 5%Yes, I am ready to pay 5-10% moreYes, I am ready to pay 10-15% moreYes, I am ready to pay more than 15% and even more No, I am not ready to pay moreno answer

10

AWARENESS OF CERTIFICATES: ALL SAMPLEPlease estimate level of your awareness of the following certificates and labels which one can find at different goods (%)

Biodegradable/ compostable / eco-friendly packaging

Does not destroy ozone screen

European emission certificate Euro 3, 4 – limitation of air emission

Green Product

Not tested on animals

Green Planet

Rain Forest (made of renewable natural resources)

Vegan

FSC

Fair Trade

Blue Angel (safe-health, no harmful ingredients)

64

40

38

38

37

26

21

13

12

7

7

17

26

27

30

27

33

23

25

20

18

16

19

34

35

33

37

41

57

63

68

75

77

Aware of this certificate/ label, purchased such goods Aware of this certificate/ label, did not purchased such goods Not aware of this certificate/ label, not sure

11

AWARENESS OF CERTIFICATES : GENDERPlease estimate level of your awareness of the following certificates and labels which one can find at different goods (TOP-1, “Aware of this certificate/ label, purchased such goods”, %)




Green Product


Green Planet


Vegan

FSC

Fair Trade


64

40

38

38

37

26

21

13

12

7

7

60

39

51

34

20

23

21

10

11

7

6

68

41

26

42

53

28

21

15

13

8

7

Women Men

All

12

AWARENESS OF CERTIFICATES: AGEPlease estimate level of your awareness of the following certificates and labels which one can find at different goods (TOP-1, “Aware of this certificate/ label, purchased such goods”, %)




Green Product


Green Planet


Vegan

FSC

Fair Trade


64

40

38

38

37

26

21

13

12

7

7

68

36

28

37

37

27

23

22

14

10

8

62

39

39

34

36

23

18

11

10

6

6

64

44

44

43

37

29

21

8

12

7

8

36-45

26-35

18-25

All

13

AWARENESS OF CERTIFICATES: INCOMEPlease estimate level of your awareness of the following certificates and labels which one can find at different goods (TOP-1, “Aware of this certificate/ label, purchased such goods”, %)




Green Product


Green Planet


Vegan

FSC

Fair Trade


64

40

38

38

37

26

21

13

12

7

7

62

36

37

38

30

28

16

13

11

7

6

64

41

38

39

39

27

21

12

12

5

9

70

46

47

38

42

24

28

10

15

8

9

More 45 000

30 001 - 45 000

Up to 30 000

All

14

READINESS TO PAY FOR CERTIFICATE: ALL SAMPLEAre you ready to pay more for goods with the following certificates and labels? (%)

Green Planet




Green Product


FSC



Fair Trade

Vegan

46

44

43

41

40

40

38

36

34

35

28

22

23

20

21

18

17

17

18

17

11

9

8

9

9

8

8

6

7

10

11

2

4

5

3

4

5

4

2

2

6

8

1

1

19

21

25

26

30

35

37

29

30

50

58Yes, I am ready to pay more but no more than 5%Yes, I am ready to pay 5-10% moreYes, I am ready to pay 10-15% moreYes, I am ready to pay more than 15% and even more No, I am not ready to pay more

15

READINESS TO PAY FOR CERTIFICATE: GENDERAre you ready to pay more for goods with the following certificates and labels? (TOP-2, «Yes, I am ready to pay more but no more than 5%» + «Yes, I am ready to pay 5-10% more», %)

Green Planet




Green Product


FSC



Fair Trade

Vegan

68

67

63

61

59

57

54

54

52

47

36

65

64

61

63

54

52

49

47

49

43

32

70

69

64

60

64

61

59

60

55

51

40

Women Men

All

16

READINESS TO PAY FOR CERTIFICATE: AGEAre you ready to pay more for goods with the following certificates and labels? (TOP-2, «Yes, I am ready to pay more but no more than 5%» + «Yes, I am ready to pay 5-10% more», %)

Green Planet




Green Product


FSC



Fair Trade

Vegan

68

67

63

61

59

57

54

54

52

47

36

67

67

58

56

59

58

55

51

49

49

39

67

65

62

63

58

56

53

55

52

44

38

68

69

67

63

60

56

55

55

53

48

31

36-45

26-35

18-25

All

17

READINESS TO PAY FOR CERTIFICATE: INCOMEAre you ready to pay more for goods with the following certificates and labels? (TOP-2, «Yes, I am ready to pay more but no more than 5%» + «Yes, I am ready to pay 5-10% more», %)

Green Planet




Green Product


FSC



Fair Trade

Vegan

68

67

63

61

59

57

54

54

52

47

36

68

67

61

60

58

56

53

54

51

45

38

68

69

63

64

60

57

56

57

56

49

35

69

67

67

63

59

57

54

53

51

44

33

More 45 000

30 001 - 45 000

Up to 30 000

All

18

SOCIO DEMOGRAPHIC STRUCTURE OF THE SAMPLE

GENDER

Men48%

Women52%

AGE

26-3541%

18-2525%36-45

35%

PER CAPITA MONTHLY INCOME

Up to 30 00031%

NA 23%

30 001 - 45 00028%

More 45 00018%

Grass-2_en

Data & Analytics

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