Sustainability and environmental protection are very important to German online users: Three quarters (77 percent) are of the opinion that every generation should ensure that the next generation will also be able to live well – 50 to 59-year olds, who experienced the anti-nuclear movement in the 1980s, particularly see this as important. Two thirds (65%) specifically say that environmental protection is important to them personally. Almost one in two (48 percent) generally attaches importance to a sustainable lifestyle.
At the same time, many consumers do not find it easy to put their values into practice in their purchasing behavior: two thirds (67 percent) of all people surveyed sometimes wish there was more information about products in the shop. The same percentage believes that people would consume more sustainably if the guidance was simpler.
The people surveyed think that sustainable action is primarily the responsibility of business: 69 percent think it is (extremely) important that business leaders act sustainably. But the people surveyed also believe that politicians (63 percent), consumers (62 percent) and associations (60 percent) have a big responsibility to make their actions sustainable.