Added on: 2025-03-25

Kantar Emor: keskkonnasõbralikkust väärtustavate tarbijate hulk väheneb

Kantar Emor: The number of consumers valuing environmental friendliness is decreasing

Kantar Emori uuring näitab, et keskkonnasõbralikkus on vähem oluline paljudele inimestele. Inimeste valmidus maksta rohkem keskkonnasõbralike toodete eest on madal.

A Kantar Emor study shows that environmental friendliness is less important to many people. People's willingness to pay more for environmentally friendly products is low.

Kantar Emori uuring näitab, et on vähem oluline paljudele inimestele. Inimeste valmidus maksta rohkem keskkonnasõbralike toodete eest on madal.

A Kantar Emor study shows that environmental friendliness is less important to many people. People's willingness to pay more for environmentally friendly products is low.

Inimesi, kes peavad keskkonnahoidlikkust oluliseks, on siiski rohkem kui neid, kes seda ei tee. Kuid nüüd on 40% inimestest, kes ei pea ettevõtete keskkonnahoidlikkust oluliseks.

There are still more people who consider environmental care important than those who do not. However, now 40% of people do not consider companies' environmental care important.

Katrin Männaste, Kantar Emori ekspert, ütleb, et eelmisel aastal vähenes keskkonnasõbralike toodete eest. Sel aastal on aga kasvanud inimeste arv, kes ütlevad, et ei ole neile oluline.

Katrin Männaste, an expert at Kantar Emor, says that last year people's willingness to pay more for environmentally friendly products decreased. This year, however, the number of people who say that environmental friendliness is not important to them has increased.

Vanemad mehed näitavad seda muutust kõige rohkem. Kuid seda on näha ka teiste inimeste seas. Inimeste valmidus maksta rohkem keskkonnasõbralike toodete eest ei ületa kahte kolmandikku. Enamasti on inimesed valmis maksma kuni 5% rohkem.

Older men show this change the most. However, it is also visible among other people. People's willingness to pay more for environmentally friendly products does not exceed two-thirds. Mostly, people are willing to pay up to 5% more.

Männaste lisab, et inimesed, kes ei näe kliimamuutusi tõsise probleemina, ei pea ka rohetoodete kallimat hinda õigustatuks.

Männaste adds that people who do not see climate change as a serious problem also do not consider the higher price of green products justified.

Eesti ettevõtete seas on rohemeelsetena silma jäänud samad firmad, mis varemgi. Kantar Emor kaardistas neljas sektoris rohemeelsemad ettevõtted: tootmine, kaubandus, IKT/finants/telekom/meedia ja taristu.

Among Estonian companies, the same firms that stood out as environmentally friendly before have caught the eye again. Kantar Emor mapped the greener companies in four sectors: manufacturing, trade, ICT/finance/telecom/media, and infrastructure.

Taristuettevõtete esiviisikus on RMK, Ragn Sells, Enefit, Elron ja DPD. Tallinna Vesi tõusis seekord samale tasemele.

In the top five infrastructure companies are RMK, Ragn Sells, Enefit, Elron, and DPD. Tallinna Vesi has risen to the same level this time.

Ettevõtete rohemeelsust mõjutab nende tegevusvaldkond. Kuid tarbijad märkavad ka konkreetseid keskkonnasõbralikke samme. Näiteks on märgitud pakendite muutmist keskkonnasõbralikumaks, toiduraiskamise vähendamist ja paberivabu tehinguid.

Companies' environmental friendliness is influenced by their field of activity. However, consumers also notice specific environmentally friendly steps. For example, they have noted the change to more environmentally friendly packaging, reduction of food waste, and paperless transactions.

Uuring tehti 18. veebruarist kuni 5. märtsini. Selles osales 1048 Eesti elanikku vanuses 16–74 aastat.

The study was conducted from February 18 to March 5. It involved 1048 Estonian residents aged 16–74.