Global Consumer

Survey
Thorsten Arndt
Head of Communication
PEFC International

www.pefc.org

Survey design

20

Client:

PEFC International, Genve.

Subject:

PEFC Label.

Method:

GfK GLOBO BUS - ONLINE.

Sample:

1,000 men and women aged 16+ years in each

country: Australia, Austria, Brazil, China, Finland,
France, Germany, Italy, Japan, Spain, Sweden, UK
and USA.

Fieldwork:

15th to 31th October 2014.

My shopping choices of opting for a labeled product can

make a positive difference to the worlds forest

6%

4%
26%

5 - I strongly agree
4
3

30%

34%

21

1 - I strongly
disagree

Do you actively look for forest certification

labels?

29%

Yes
No

71%

22

What reassures you most that environmental

considerations have been taken into account?
Label certifying ethical
considerations

54

Country of origin ("Made in")

30

Brand

23

24

Recommendations of family/
friends

17

Media recommendation - TV,

press, newspaper

16

Would you prefer companies to label products?

15%
4%
Yes
No
Don't know

81%

24

Do you know these labels?

Any label (net)

None
PEFC
Any label (net)

PEFC
ASF / CERFLOR / CFCC / SFI

None

25

10

20

30

40

50

60

Do you trust these labels?

Mean
Value

PEFC

15

23

49

3,4

7 6

(ASF / CERFLOR / CFCC / SFI)

is a label I can trust

5 - I strongly agree
4
3
2
1 - I strongly disagree

FSC
is a label I can trust

26

14

24

49

7 6

3,3

Summary
Consumers agree that their shopping choice can
make a positive difference
Almost 1/3 of all consumers state that they actively
look for a certification label
PEFC is the most trusted global certification system
Consumers trust certification labels and expect
companies to label products

27

Thank you
Thorsten Arndt
Head of Communication
PEFC International

www.pefc.org