Green Index

Regard for green on the Australian agenda remains high despite recent economic concerns and practice of green behaviour is becoming habitual, according to TNS’ Green Index, which we are releasing publicly for the first time since its inception in June 2010.

The fourth and most recent wave of the Index, conducted in September 2011, revealed a stable outlook towards environmental issues amongst Australians over the past fifteen months. On a hundred-point scale, Australia’s current level of green sentiment sits at 60 in Sep-11, one point above its first recorded level at 59 in Jun-10.

However, a deeper look into the measures behind the Index – a range of questions falling under the broad themes of personal concern for the environment, seriousness of green issues and intention to act – reveals a number of changes in the way green is perceived between 2010 and 2011.

Chief among these are a drop in the perceived seriousness of green issues – from 61 in Jun-10 to 58 in Sep-11 – and an increase of intent to act – from 49 in Jun-10 to 55 in Sep-11. What we believe is behind the increase in green behaviour, in spite of a decrease in perceived seriousness, is an indoctrination of environmentally friendly action into society. Many green behaviours, particularly less involved behaviours, are becoming ingrained in the way we behave.

This notion is supported by profiling of the types of green consumers. The Green Index segments Australians into five types of green consumer. The type that has grown the most in 2011 is the Non-Believers – those who display levels of green behaviour that outstrip their level of belief.

Other key findings:

• Relative to other issues, green ranks third in terms of perceived seriousness – with 75% describing it as ‘very serious’ – behind cost of living (88%) and the health system (82%), but in front of a global recession (72%) and Australia’s economy (72%).
• One in two (50%) think the condition of their local environment is good.
• Two in three (68%) agree that climate change is real, while only 16% disagree.
• Simple green behaviours and those that introduce efficiencies into the home dominate, but 17% claim to be purchasing green energy and 13% claim to have purchased a hybrid or more fuel efficient car.

To learn more click here. (pdf, 1.40mb)