To know what people think about your product or the sector it is in might be essential to success in the market, since it will allow you to find the best way to show that there is a need for your product/service within society.
With respect to eco-innovation and “green” products and services, two opposing trends should be considered:
- Concern for the environment is becoming a universal phenomenon, and therefore consumer’s preferences are evolving quite fast. There are many people who are willing to pay more for eco products, although some aren’t.
- On the other hand, green products carry a stigma of lower quality for some consumers. Moreover, claims of environmental benefits have been used wrongly for years, leading to mistrust among consumers.
The OECD document “Green Entrepreneurship, eco-innovation and SMEs” analyses in detail the role of SMEs and entrepreneurs in emerging green industries. However, at European level the Public Opinion Analysis sector of the European Commission has been in charge of taking the pulse of European public opinion since 1973. The most relevant and recent surveys related to eco innovation and the green market are summarised next:
- Attitudes of Europeans toward building the single market for green products: this survey analyses the acceptance of a Single Market for Green Products initiative by examining the EU citizens' knowledge of green products and their reasons for buying (or not) environmentally-friendly products.
- SMEs, resource efficiency and Green markets (2012) and SMEs, resource efficiency and Green markets (2013): these reports address three core themes: resource efficiency, green markets and greenjobs. Profiles of SME’s offering green products or services, the reasons for offering them and the degree of policy support received are some topics concerned.
- Attitudes of European entrepreneurs towards eco-innovation: a total of 5,222 managers of SME’s in the 27 EU Member States were interviewed about eco-innovation barriers and drivers.
Additionally, the surveys below can be useful to have a proper perception of public opinion on the environment: