Consumer Perceptions of Ecological Transition PDF

# Consumer Perceptions of Ecological Transition: How Brand Messaging Influences Purchasing Behavior ## Introduction In response to the current environmental crisis, the ecological transition has become an important goal for businesses, consumers, and governments. In this context, brands play a key...

# Consumer Perceptions of Ecological Transition: How Brand Messaging Influences Purchasing Behavior ## Introduction In response to the current environmental crisis, the ecological transition has become an important goal for businesses, consumers, and governments. In this context, brands play a key role in influencing consumer choices through their communication strategies. Companies need to adjust their brand messages to meet the growing demand from consumers who want more environmentally friendly products and services. Today, consumers are paying more attention to the messages brands share. If they feel a brand's position does not match their own social or political values, they may stop buying from that brand and choose a competitor instead (Hong and Li, 2021). Consumers have different views about the ecological transition. Some are very concerned about environmental issues, but others are hesitant to change their buying habits due to factors like price, product origin, or trust in a brand's environmental claims. According to the Commissariat général au Développement durable (CGDD), the ecological transition is about “bringing together all actors in society and sectors of the economy, beyond the initial measures already taken in areas like energy and agriculture, to address four major ecological challenges: climate change, the accelerated loss of biodiversity, the scarcity of resources, and the increase in health risks." The ecological transition aims to "renew our ways of consuming, producing, working, and living together to meet these challenges" by using tools such as prevention, reducing inequalities, financial and economic incentives, education, and training. Social and economic aspects of sustainable development are also part of the solutions, even though ecological challenges remain the main focus (Tshiebue, G. N. (2024). Revue Africaine d'Environnement et d'Agriculture, 7(3), 122-130). In the context of the ecological transition, the authenticity of brand messages is essential. Consumers are becoming more aware and can spot greenwashing attempts. Brands that align their actions with their environmental claims are more likely to build strong, lasting relationships with customers and positively influence their buying behavior. By understanding these dynamics, brands can create more effective messages to promote sustainable products and encourage consumers to adopt environmentally friendly habits. The key is to create authentic, emotionally engaging communication that aligns with consumer values and shows a true commitment to sustainability. A brand identity built around sustainability must deliver on its promises and truly integrate sustainability into its practices. Research shows that when brands promote sustainability, it is crucial to be seen as authentic because consumers are often skeptical of sustainability claims. Being an authentic brand involves consistent behavior and core values over time. Brand activism is a growing trend where brands take stands on controversial issues, such as fighting climate change, using their platform to influence social goals. Sustainable brands could build lifelong customer loyalty from those who share their values. However, this strategy can backfire when a sustainable brand also becomes an activist brand. ## From this main topic, we can identify a key question: To what extent do brand communication messages focused on the ecological transition influence consumer perceptions and buying behavior? This question aims to guide a quantitative study focusing on how consumers' perceptions of ecological messages directly impact their behavior, while also considering important factors such as credibility and environmental awareness. Based on this question, our study has both a main objective and operational goals. The main objective is: **To identify how brand messages focused on the ecological transition influence consumer perceptions and study how these perceptions affect their buying behavior.** To understand how brand messages influence both consumer perceptions and actions in the ecological transition, we have developed three main operational objectives: - **Analyze how brand messages affect consumer perceptions by evaluating different types of communication about the ecological transition** - **Measure how these perceptions influence buying behavior, focusing on the effectiveness of brand messages about sustainability** - **Identify key factors that motivate or discourage consumers from adopting more environmentally friendly consumption habits.** ## Literature review ### Consumer Attitude Towards brand communication **Article 1** Ahmad, F., Guzmán, F., & Kidwell, B. (2022). “Effective messaging strategies to increase brand love for sociopolitical activist brands”. *Journal of Business Research* (n°151), p.609-622. In this scientific article, an exploratory study and five experimental studies are carried out to find out which type of messaging is the most effective for brands. The goal of this article is to examine the effect of the type of engagement and message framing on the perceived authenticity of the brand. First, we detail the key concepts useful for understanding the article. * **Brand activism:** Brand activism messages primarily express a rhetorical, financial, or non-financial commitment to a particular socio-political issue. It is a brand's public commitment to social, political or environmental issues, with the aim of promoting ethical values and contributing to societal change. * **Brand authenticity:** Brand authenticity is defined as a brand that is true to itself and whose behavior is driven by real thoughts and feelings. It is the perception that a brand is sincere, consistent and true to its values, promises and identity, both in its actions and in its communications. * **Brand value:** Brand value is like a brand's ability to provide additional value to a product or service. Brands with higher value enjoy a higher level of awareness, engagement, loyalty, and consumer loyalty. In relation to this, we formulated 11 hypotheses about activism, authenticity and love for a brand. If we analyze the results obtained, study 1 shows that brand authenticity mediates the relationship between activist commitment and brand love. There is an effect of the commitment to brand activism on brand love that is mediated by brand authenticity. So hypothesis 3 is confirmed. This first study also reveals that a brand's non-financial commitment is perceived as more authentic and generates more love for the brand than a financial or rhetorical commitment. For Study 2, a brand activism message that focuses on hope rather than frustration when it comes to authenticity and brand love will be more effective, supporting Hypothesis 4. It's the same result for the sake of the brand so hypothesis 5 is validated. In addition, a message expressing hope is most effective when the message is about financial or non-financial commitment to a socio-political issue. Assumptions 6, 7, 8 and 9 are also validated. Study 3 finds that an activism message from a high-value brand generates greater perceived brand authenticity and more brand love from the consumer than a message from a low-value brand. So this validates hypotheses 10 and 11. In contrast, the results of this third study do not validate hypotheses 1 and 2 because brand activism that involves non-financial or financial commitment does not generate higher perceived brand authenticity. Studies 4 and 5 test the entire model with both the type of message and the brand value as moderators. The results support all hypotheses. However, no interaction effect between message type and brand value, nor any three-way interaction between activist engagement, message type, and brand value, was found. So we don't get any new results with the two studies. Overall, financial commitment is better for high-net-worth brands, while non-financial commitment is better for low-net-worth brands. The results provide valuable insights for brands formulating messages of activism. **Article 2** Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). “The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands." *Procedia-Social and Behavioral Sciences*, (n°24), p.1218-1231. In this scientific article, an empirical field study is conducted to examine the effects of brand communication and service quality on brand loyalty through brand trust. The objective of this article is to analyze the relationship between brand communication and quality of service in a relational context with a focus on understanding the role of link between brand trust and loyalty. First, we will detail the key concepts useful for understanding the article. * **Brand communication:** Brand communication has been to expose the audience to a brand, which helps maximize the effect in terms of increased awareness and higher recall, so that the customer will buy the brand that has the most recall and satisfy the customer at the optimal level. This can be measured by analyzing variables such as brand awareness in terms of recall and recognition, favor, strength, and uniqueness of brand associations in consumers' memory. * **Quality of service:** Quality of service is defined as an overall judgement or attitude in relation to the overall excellence or superiority of the service. It is a targeted assessment that reflects the client's perception of service elements such as the quality of interaction, the quality of the physical environment, and the quality of outcomes. * **Brand trust:** Brand trust is the average consumer's willingness to trust the brand's ability to perform its stated function. It is a belief, feeling, or expectation about the trustworthiness of an exchange partner that results from the expertise or reliability of an exchange partner. Trust reduces uncertainty in an environment in which consumers feel particularly vulnerable and do not have access to all information. Trust in the brand leads to brand loyalty or commitment. * **Brand loyalty:** Brand loyalty is a consumer's preference to buy a single brand in a product class, it is the result of the perceived quality of the brand and not its price. Brand loyalty leads to certain business benefits such as reducing marketing costs, increasing the number of new customers, and increasing business influence. Loyalty is one of the ways in which the consumer expresses satisfaction with the performance of the product or service received. Prior to this study, we formulated 3 hypotheses concerning brand communication, quality of service and trust in the brand. If we analyze the results obtained, indicate that perceptions of brand and service/product communications can be seen as an antecedent of brand trust, which in turn affects brand loyalty. It is stipulated that brand communication and quality of service are independent variables, but trust in the brand is a dependent variable and therefore varies according to brand communication. There is a relationship between brand communication, quality of service, trust in the brand and brand loyalty because the correlation analysis is positive. Regression analysis indicated that brand communication had a significant positive effect on brand trust. Brand communication has positive effects on brand trust. Finally, brand trust has mediating effects on the relationship between brand communication and brand loyalty. In summary, the 3 hypotheses were validated because it was possible to see that the effects of brand communication had advantages on the quality of service in creating trust and brand loyalty in the consumer's mind. ### Ecological transition and consumer awareness **Article 1** Source: "Ecological Transition and Sustainable Development: Integrated Statistical Indicators to Support Public Policies" by Francesco Rotondo, Paola Perchinunno, Samuella L'Abbate and Lucia Mongelli, 2022 This article presents a comprehensive approach to integrating Sustainable Development Goals indicators with Italy's National Recovery and Resilience Plan (NRRP), focusing on ecological transition. It provides a framework for selecting and analyzing relevant statistical indicators to support public policies aimed at sustainable development and ecological transition. *Context and Objectives:* The article emphasizes the need for accurate indicators to represent societal well-being in light of evolving sustainability concepts. It links the Sustainable Development Goals (SDGs) with the NRRP, focusing on ecological transition as a critical area. They highlight the interconnectedness of environmental, social, economic, and institutional issues in sustainable development. The study focuses particularly on ecological transition, a key component of sustainable development strategies. It aims to develop an integrated approach to evaluate local government policies and monitor the progress of Italian government interventions in this area. The research emphasizes the importance of data-driven decision-making in public policy and highlights regional disparities in Italy's progress towards sustainability goals. The study's methodology and findings offer valuable insights for policymakers and researchers in the field of sustainable development and ecological transition. *Findings:* The research highlights significant disparities among Italian regions regarding their starting points in achieving ecological objectives. It proposes a set of 13 indicators derived from the SDGs that align with NRRP's Mission 2 (Green Revolution and Ecological Transition). The research suggests that these integrated statistical indicators can guide public policies towards more coherent environmental goals. It emphasizes the importance of continuous monitoring and evaluation of government interventions to ensure alignment with sustainability objectives. The authors advocate for using these indicators as tools for assessing progress and enhancing the effectiveness of ecological policies in Italy. They stress that sustainable development requires a balanced approach integrating economic, social, and environmental dimensions. This article contributes to the discourse on sustainable development by providing a framework for evaluating public policies through integrated statistical indicators. It serves as a valuable resource for policymakers, researchers, and practitioners interested in promoting ecological transition within the context of national recovery plans. **Article 2** Source: "Consumers' Awareness, Behavior and Expectations for Food Packaging Environmental Sustainability: Influence of Socio-Demographic Characteristics", Chiara Chirilli, Martina Molino and Luisa Torri, 2022. *Context:* This study examines consumers' awareness, behavior, and expectations regarding environmentally sustainable food packaging. The authors highlight several key areas from prior research: Environmental sustainability of packaging is a growing concern, with packaging being a major contributor to the environmental impact of food products. Innovations in sustainable packaging include using bio-based and recycled materials, improving efficiency, and developing active/smart packaging technologies. Consumer attitudes and behaviors play a crucial role in driving demand for sustainable packaging. Factors influencing consumer choices include environmental knowledge, packaging attributes, and demographic characteristics. However, there are sometimes conflicts between sustainability and functionality or cost in consumers' minds. Socio-demographic factors like gender, age, and education level have been shown to influence environmental attitudes and sustainable purchasing behaviors, though results are sometimes inconsistent across studies. Women and more educated consumers tend to be more environmentally conscious, while age effects are mixed. The authors note that while consumer attitudes toward packaging design have been extensively studied, there is limited research specifically on how sustainable packaging affects consumer choices. They highlight the need to better understand factors influencing consumer behavior to promote more sustainable packaging choices. The study aims to investigate how socio-demographic characteristics impact consumers' awareness, behaviors and expectations related to sustainable food packaging. It also seeks to identify consumer segments based on packaging-related behaviors and examine how companies can better communicate sustainability through packaging *Result and Discussion* The study found that socio-demographic factors influenced consumers' awareness, behavior, and expectations regarding sustainable food packaging: • Gender: Women showed higher awareness of sustainability concepts and more sustainable behaviors compared to men. • Age: Younger participants were less aware of sustainability issues and exhibited less sustainable behaviors. • Education: Higher education levels correlated with greater awareness and more sustainable behaviors. Four customer segments were identified based on packaging-related behaviors: 1. More sustainable-packaging-role-oriented 2. More sustainable—packaging minimizers 3. Less sustainable 4. Medium sustainable The most sustainable groups had more female participants, while the less sustainable group skewed younger. The segments differed in their expectations for sustainability information on packaging labels. The study provided insights into factors influencing consumer behavior around sustainable packaging and suggested ways companies can better communicate sustainability through packaging. The authors emphasize that understanding consumer perceptions and behaviors is crucial for developing effective sustainable packaging strategies and promoting more environmentally-friendly consumer choices in the food industry. ## Challenges and opportunities for brands in ecological messaging With increasing environmental issues, consumers are more and more conscious of sustainability. Many companies recognize this shift and are taking steps to be more socially and environmentally responsible, a practice known as Corporate Social Responsibility. To promote their CSR efforts, many companies focus on highlighting positive accomplishments. However, this one-sided approach can be ineffective. While it's important to showcase positive actions, exclusively focusing on them can distract from potential flaws or irresponsible behaviors. If companies fail to deliver on their promises, consumers may perceive them as insincere, leading to a negative impact on their reputation and customer trust. This section will delve into the challenges and limitations of these initiatives, analyze real-world examples and identify the best practices to follow. Responsible communication is based on several fundamental pillars that ensure its solidity and effectiveness: * **Consistency and authenticity:** Communication must be aligned with the company's actions and the values it defends. This involves avoiding greenwashing and building a relationship of trust with stakeholders. * **Stakeholder orientation:** Communication must be co-constructed with the different audiences (customers, employees, partners, etc.) and take into account their expectations and needs. * **Eco-design of communication media:** It is essential to reduce the environmental impact of communication by choosing ecological media and optimizing production processes. * **Dissemination of positive and constructive messages:** Communication must promote sustainable behaviors and encourage civic engagement. * **Transparency and honesty:** Companies must be transparent about their actions and results in terms of sustainable development. * **Inclusion and diversity:** Communication must be inclusive and represent the diversity of society. While responsible communication offers many opportunities, it also faces obstacles that can limit its impact. * **Complexity of issues:** The ecological transition is a complex subject that requires nuanced communication adapted to different audiences. * **Resistance to change:** Organizations may be reluctant to adopt new communication practices, especially if this involves additional investments. * **Lack of impact measurement:** It is difficult to measure the effectiveness of responsible communication and its impact on behavior. * **Risk of greenwashing:** Responsible communication can be used for marketing purposes, which can harm the credibility of companies. * **Difficulty reconciling short and long term:** The pressure to obtain short-term results can conflict with the long-term objectives of sustainability. * **Standardization of messages:** The risk of falling into overly normative and homogeneous discourses, which do not take into account the diversity of audiences and contexts. * **Financial cost:** Implementing responsible communication can represent an additional cost for companies. * **Lack of skills:** Communication professionals need to acquire new skills to meet the demands of responsible communication. *Participatory media:* This includes the use of community radio for broadcasting traditional knowledge, facilitating knowledge exchange, and raising awareness about new challenges. *Self-help:* Communities organize events where everyone participates in tasks like cleaning communal spaces, maintaining infrastructure, or building farms. *Successful partnerships:* Local civil society organizations like the North Rupununi District Development Board collaborate with communities and external institutions to develop and support projects. This involves capacity building in areas like agriculture and tourism management. *Ecotourism:* This practice involves pooling traditional ecological knowledge to manage fish resources sustainably and train local guides for tourist activities. In conclusion, effective ecological communication is a powerful tool for influencing behaviors and motivating individuals to take action for environmental protection. By building upon the identified foundations, considering the challenges, and drawing inspiration from successful examples, we can develop compelling messages and effective communication strategies. To address the pressing environmental issues of our time, it is crucial to continue research efforts, foster collaboration among those involved in communication, and mobilize the entire community. Every individual, organization, and community plays a vital role in this ecological transition. By working together, we can create a more sustainable future. ## Methodology (*Description of your research design, including questionnaire development, data collection, and analysis methods.*) - **Research design:** This study employs a quantitative research design to explain how brand messages related to ecological transition affect consumer purchasing behavior. The design enables the collection and analysis of numeric data to identify patterns and relationships between variables, facilitating a systematic evaluation of consumer attitudes, perceptions, and behaviors. - **Development of questionnaire :** The research questionnaire was developed to study four hypotheses about consumer behavior in eco-responsible purchasing. The questionnaire consisted of structured questions in nominal, ordinal, and Likert scale formats. The main categories of questions were: * Types of brand communication: Respondents were asked about the trust in various types of ecological claims including certifications and statistics * Perceptions of brand sustainability: Questions measured consumer trust and their ptopensity to buy from brands with high ecological commitments. * Eco-responsible purchasing barriers : Questions explored factors that deter consumers, such as price or limited availability. * Influence of transparency: Items examined whether clear, credible messages from brands fostered trust and loyalty. - **Data collection :** The data was collected by an online survey that used convenience sampling. The questionnaire was shared with personal networks, as well as in different groups and on social media platforms, with the purpose of reaching a diverse range of respondents. While this approach facilitates rapid data collection, it also introduces a potential limitation due to its reliance on non-random sampling, which may affect the generalizability of results. ## Hypotheses: - **H1:** Les différents types de communication et messages de marque (certifications, chiffres, étude) axés sur la transition écologique influencent de manière plus positive les perceptions et l'opinion des consommateurs. - **H2:** Une perception positive de l'engagement durable d'une marque entraîne une augmentation de l'intention d'achat. - **H3:** Ce qui motive les consommateurs à adopter ces comportements est la transparence dans la crédibilité des messages de marque. - **H4:** Le principal frein qui empêchent les consommateurs d'adopter des comportements d'achat écoresponsables est le prix. ## Méthodologie de recherche: We will devote this part to first presenting the methodology of research chosen, in order to be able to analyze and discuss the results of the questionnaire distributed, followed by the contributions and limitations of our review will also be highlighted at this chapter level. - **The objective of the chosen research methodology**: The objective of this methodology is to describe the process followed to study the influence of brand messages on consumer purchasing behavior in the context of the ecological transition. This research, of a quantitative nature, aims to explore the impact of these messages on consumer perception, awareness and decision-making. The study will focus on how brand communications around the ecological transition shape consumer attitudes, their level of knowledge and their propensity to adopt sustainable purchasing behaviors. Through quantitative methods, it is possible to collect and analyze statistical data, thus facilitating interpretation and presentation of the results in the form of charts and statistics. - **Methodology of research:** * **Chi-squared test:** This test aims to assess the potential influece of one variable on another. In our questionnaire, with a large number of nominal variables, we have therefore conducted numerous chi-squared tests to validate or refute our hypotheses. ## Results - **Analysis of data:** * **Chi-squared tests** The chi-squared test is the study of potential influence of one variable on another. In the case of our questionnaire, with a large number of nominal variables, we have therefore conducted numerous chi-squared tests to validate or refute our hypotheses. ## Discussion This section analyzes the questionnaire results by comparing them with insights from existing studies. This comparison helps to confirm or reject the hypotheses and also identify trends and key factors to better understand how consumers perceive ecological transition and brands' communication strategies. ### Hypothesis 1: Different types of communication and brand messages (certifications, statistics, studies) focused on ecological transition positively influence consumer opinions. This hypothesis examined the link between trust in brands and the type of communication seen as credible. Using a Chi-squared test on questions 2 & 5 and 2 & 8, the hypothesis was not validated because the Chi-squared value was lower than the Pearson table value. The answers showed a preference for communication based on factual and concrete elements, such as official certifications, recognized labels, numbers, statistics, studies, and sustainability reports. According to the results, a significant number of respondents trust brands that communicate their commitment to sustainability. However, this trust depends on how sincere and transparent the brand's actions appear. Brand commitment is important for some consumers but is not the only factor influencing purchase decisions. There was no clear link between preferred communication types, trust in brands, or how commitment influences buying decisions. Possible reasons include: - Different profiles: Consumer expectations can vary depending on age, sensitivity to commitment, or past experiences. - Complex trust: Trust depends not only on communication or commitment but also on factors like product quality or brand reputation. - Unclear answers: Some responses reflect theoretical attitudes, not actual purchase behavior. Research supports this complexity. For example, Zehir et al. (2011) found that trust improves with consistent, authentic communication. Similarly, Moulard et al. (2021) said that authenticity depends on many factors, such as concrete actions. The diversity of respondents adds uncertainty, as Chirilli et al. (2022) noted that environmental attitudes vary by demographic. ### Hypothesis 2: A positive perception of a brand's sustainable commitment increases purchase intention. This hypothesis looked at the willingness to try an eco-friendly product if the brand has a positive image (question 12) and the impact of transparency on purchase intention (question 13). The hypothesis was validated because the Chi-squared value was higher than the Pearson table value. Most respondents are willing to try eco-friendly brands with a positive image of sustainability. Transparent communication about sustainable practices is crucial for influencing purchase intentions. Consumers want clear, detailed, and verifiable information. This is also explained in the article by Ahmad et al. (2022) who demonstrated that activist messages expressing hope (rather than frustration) reinforce perceived authenticity and brand love. This idea is consistent with the results, which show that transparency and concrete evidence of sustainability positively influence purchase intent. Müller et al. (2023) insights on co-building messages with stakeholders could also explain the importance given to transparency and clarity by consumers. ### Hypothesis 3: Consumers are motivated by transparency and credible brand messages. This hypothesis explored the link between eco-friendly buying behavior and transparent, credible brand communication. Results confirmed that transparent and credible messages play a key role in motivating consumers. We can say that there is a significant influence between the positive perception of lasting brand engagement and the favourable consumer behaviours: * Loyalty: The perception of a brand's sustainability significantly influences consumer loyalty. * Buying: Transparency of information about a brand's sustainable practices promotes the intention to buy. In other words, the transparency and credibility of messages about green practices strengthen both consumer loyalty and willingness to buy branded products. The khi-2 test confirms that transparency of a brand's green practices and positive perception of its sustainable commitment are key levers to motivate favourable consumer behaviour. These two aspects are strongly interrelated and contribute to both consumer loyalty and buying intentions. The work of Schultz (1998) on brand communication and Moormal et al. (1993) on trust also confirms that transparency and credibility of messages reduce uncertainty perceived by consumers, Thus promoting loyalty and buying intentions. These results are in line with those of Chirilli et al. (2022), who point out that consumers seek verifiable information to overcome the mistrust associated with greenwashing. ### Hypothesis 4: The main obstacle to buying eco-friendly products is the price. This hypothesis was about the barriers to purchasing eco-friendly products (question5) in relation to the willingness to pay more for these products (question10). The hypothesis was partially validated. The results of this analysis show that high prices for eco-friendly products are a significant barrier, but they cannot be considered as the main factor for the majority of the population. Although 59% of respondents cited price as the main brake, this proportion is not statistically significant to surpass the 50% mark with certainty. Price plays an important role in the purchasing decision, but it is not the only major brake. It is likely that other factors such as limited product availability, lack of information, or distrust of brands (greenwashing) also significantly influence purchasing behavior. These results suggest that the buying barriers vary according to consumer profiles. For example, some may be price sensitive while others are more influenced by product transparency or accessibility. The compliance test shows that price is a significant brake, but not the only factor explaining why people do not consume environmentally responsible products. Other barriers, such as product availability, lack of information or mistrust of brands, also play a significant role. This observation is in line with the findings of Chirilli et al. (2022), which show that conflicts between sustainability, functionality and cost influence consumer decisions. The financial constraint is amplified for less aware or younger segments, which corroborates the segmentation of behaviors identified by these authors. Mistry et al. (2016) insights into the need for local partnerships and inclusive strategies to overcome these barriers reinforce the idea that price is just one of many barriers to adopting eco-responsible behaviours. ## Conclusion ## Annex ### Questionnaire: As part of a marketing research project, we are four researchers studying consumers' perceptions of the ecological transition. Thank you for participating in this study. Your answers will help us better understand your attitudes and preferences. Please answer honestly and accurately. Your responses will remain anonymous. The influence of brand messages on consumer perceptions 1. How would you rate your knowledge about ecological transition and sustainability? - Low - Medium - High 2. Among the following types of communication, which do you trust the most regarding a brand's ecological commitment? - Official certifications (e.g., labels) - Numbers and statistics - Customer testimonials - Studies - Other 3. When a company claims to be environmentally committed, what do you find the most credible proof of this commitment? - Detailed reports on their sustainable actions and positive impacts - Testimonials from employees and partners highlighting the company's sustainable commitment - Videos showing behind-the-scenes production - Partnerships with well-known environmental NGOs - Percentage of recycled materials used - Studies on carbon footprint reduction - Number and quality of certifications obtained - Other 4. Have you ever felt that a brand was doing "greenwashing" (misleadingly using environmental claims)? - Yes - No - I don't know 5. Do you trust brands that communicate about their ecological commitments? - Not at all - Slightly - Moderately - Highly - Completely 6. Can you give an example of a brand that communicates effectively about its ecological commitment? What makes this communication convincing? - Open answer **The impact of these perceptions on purchasing behavior** 7. How often do you use eco-friendly products each week? - Never - 1 to 2 times a week - 3 to 4 times a week - 5 or more times a week 8. On a scale from 1 to 5, how much does a brand's sustainability commitment influence your purchase decisions? - 1 (Not at all) to 5 (Completely) 9. Would you be willing to buy a product from a brand that shares your sustainability values? - Yes, very likely - No, not at all - I don't know 10. Would you be willing to pay more for products from a sustainable brand? - Yes, up to 5% more - Yes, up to 10% more - Yes, up to 25% more - Yes, more than 50% more - No 11. Do you think a brand's sustainability influences your loyalty to it? - Yes - No - I don't know 12. Would you consider trying an eco-friendly brand with a positive image of sustainability, even if you are loyal to another non-sustainable brand? - Not at all - Completely (scale 1 to 4) 13. Does the transparency of a brand's sustainable practices affect your trust and willingness to buy its products? - Not at all - Slightly - Moderately - A lot - Very much **Motivations and barriers to adopting more eco-friendly consumption** 14. What motivates you to buy ecological or sustainable products? - Reducing your impact on the environment - Products that are better for your health - Higher-quality products - Supporting companies that follow ethical practices - A socially rewarding action - Other 15. What are the barriers, if any, that stop you from buying eco-friendly products? - Price is too high - Limited availability of products - Lack of information about sustainable brands - Lack of transparency from sustainable brands - Lack of understanding of the concept of sustainable fashion/lifestyle - Lack of trust in brands claiming sustainability (greenwashing) - Other 16. What additional information or guarantees would you need from brands to encourage you to buy more sustainable products? - Open answer **Personal Information** 17. What is your gender? - Female - Male - Non-binary 18. What is your age? - 16-25 - 26-35 - 36-45 - 46-55 - 56-65 - 65+ 19. What is your socio-professional category? - Farmers - Craftspeople, shopkeepers, business owners - Managers and professionals - Intermediate professions - Employees - Manual workers - Retirees - Students - Unemployed - Other