Consumer reactions to ISO environmental certification seal on products

Abstract

Research by the AKATU Institute disclosed that 82% of the consumers, previously identified as aware and conscientious prior to interview, would pay a premium for products of companies who carry out environmental projects. However only 14% were aware of ISO 14001 and fewer still of these, only 6%, related this ISO certification seal to environmental quality and preservation. Surveys were conducted in three cities in the interior of the state of Sao Paulo Brazil using techniques for direct and effective participation of those involved. Aside from price and quality, other purchasing motivations primarily the understanding and implications of this ISO seal, were evaluated. Investigation was directed toward conscientious consumer buying behavior, habits, discernment and preferences as influenced by the seal. Conclusions were discussed to suggest a more in depth study of consumer reactions to this ISO environmental certification seal on products.