OCR study: Ontario consumers surprisingly responsible

MONTREAL, Oct. 30, 2012 /CNW Telbec/ - Today, as part of the Novae Momentum conference, the Observatoire de la consommation responsable (OCR) [responsible consumption observatory] will announce the results of its new study, The Ontario Responsible Consumption Index 2012 (ORCI). This study reveals that the consumption practices of Ontarians are more responsible than those of Quebecers. Headed by Professor Fabien Durif of the UQAM's School of Management (ESG UQAM), in collaboration with Professor Caroline Boivin of the Faculty of Business Administration at Université Sherbrooke, this first study on the state of responsible consumption in Ontario was carried out with the support of TD Bank Group.

Methodology The study was conducted by e-mail survey, from May 15 to 21, 2012, using a sample of 1,050 Ontario consumers from a representative group in the Province of Ontario. The researchers applied the same measurement of responsible consumption that they have been using since 2010 in the Baromètre de la consommation responsable au Québec (Quebec responsible consumption index), published annually in the journal Protégez-Vous. The Baromètre 2012 de la consommation responsable au Québec will be released on November 23.

The findings of the Ontario Responsible Consumption Index 2012 study

1. Ontarians are more responsible than Quebecers: The study found the responsible consumption index for Ontario to be 68.9 out of a possible 100, vs 62.4 in Quebec in 2011, a difference of 6.5 points. According to the data analysis, the biggest differences in responsible behaviour between Ontarians and Quebecers related to composting (Ontario index of 65.2 vs 44.6 in Quebec) and to the use of sustainable transportation (55.9 in Ontario vs 46.0 in Quebec).
2. Ontarians are skeptical: Only 32.4% of Ontario respondents have confidence in the corporate commitment to sustainable development (vs 27.6% in Quebec in 2011) and only 30.5% believe in "green" advertising (vs 25.3% in Quebec in 2011). In addition, as in Quebec, fewer than half of Ontarians are able to spontaneously mention a brand and a company perceived as responsible. The Clorox company (2.29%) and the Green Works brand (4.19%) emerged from the pack in Ontario.
3. The environment is a purchasing criterion: Like Quebecers, Ontarians are relatively "green"consumers. The majority of the results of this study reflect the priority accorded to environmental considerations. For example, 73.8% of Ontarians consume responsibly, preferring to purchase environmentally friendly products and services. Recycling, environmental protection, and animal welfare are the three most responsible consumer behaviours. In addition, 46.4% claimed that their purchases of green products and services has increased in the last year. Finally, more than 53.1% of Ontarians say they have sometimes changed brands because of their environmental convictions.
4. Older women are the most responsible consumers: As in Quebec, women (index of 70.4 vs 67.0 for men) and older consumers (age 70 and over:  index of 72.4) have the highest responsible consumption indexes.
5. Eco-logos are not recognized by consumers: The study indicates that Ontario consumers are not familiar with ecological labels (eco-logos). Of the 32 labels tested, only three were recognized by more than 50% of consumers.

TD Bank Group a study partner in the Ontario Responsible Consumption Index 2012
This study was conducted with the support of TD Bank Group and is an initiative of CBleue (a firm specializing in corporate responsibility and the sustainable development of organizations). According to Guy Vézina, Senior Vice President, General Insurance Products, TD Insurance, "Ontario is the most populous province in Canada; it is a major economic centre where many strategic and political decisions are taken by the head offices of a number of organizations and by the government. Obtaining valid data on the phenomenon of responsible consumption in Ontario was therefore necessary for the various actors in responsible consumption in Canada, particularly for TD, which is continually striving to enhance its environmental leadership. This entails a better understanding of the behaviour and motivations of our responsible consumers."

In recent years, TD has become an environmental leader in the financial services sector and the first carbon neutral bank in North America. It incorporates environmental measures throughout the organization. It strives to innovate and to anticipate new social and environmental trends, and to do so, it needs to understand consumer behaviour.

In conjunction with the current Momentum conference, TD Insurance organized a Responsible Consumer Contest offering the chance to win an ecotourism package worth approximately $900.

About the Observatoire de la consommation responsable (OCR)
The OCR is an inter-university research observatory directed by Professor Fabien Durif of the Marketing Department at ESG UQAM. With 13 researchers from Quebec, France and the Netherlands, the Observatoire applies various types of expertise to the field of responsible consumption. Its mission is to contribute to the development of the scientific and practical analysis of the phenomenon of responsible consumption. The work of the Observatoire focuses on two main areas: the behaviour of consumers and citizens in respect to responsible consumption (perceptions, intentions, attitudes and behaviours, and drivers and deterrents); and the marketing of responsible products and services (distribution, packaging, eco-design, brand management, certification strategy, brand alliances, pricing strategy, promotion management/communication, awareness, and product life cycle). The OCR has already published the 2010 and 2011 Quebec indexes, Baromètre de la consommation responsable au Québec, as well as guides to ethical fashion, ecotourism, green household products and responsible communication. http://consommationresponsable.ca/

SOURCE: UQAM

Information and interview requests: 
Fabien Durif
Director, Observatoire sur la consommation responsable
Professor at ESG UQAM
Mobile: [phone]
[email protected]

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