1. GREEN consumers
Green consumers are defined as those who have a tendency to consider the
environmental impact of their purchase and consumption behaviors. As such,
consumers with stronger GREEN values will tend to make decisions consistent with
environmentally sustainable consumption.

2. How GREEN are consumers?
5,65 5,74Average GREEN
index score
Most of consumers declare themselves as GREEN.
No significant differences between Poland and Hungary are visible.
POLAND HUNGARY

3. In both countries women are more GREEN than men. Lower share of
„Not GREEN” and higher share of „GREEN fanatics” can be seen among women when compared to men.
POLAND HUNGARY
Men
Women
Being GREEN depends on gender

4. Being GREEN depends on age
It can be clearly seen that in both countries older people are more GREEN.
This relation seems to be stronger in Hungary.
POLAND HUNGARY

5. Being GREEN does not depend on
education level
Being GREEN does not depend on education level. Neither in Poland nor in Hungary.
POLAND HUNGARY

6. Being GREEN does not depend on income level
per household member in PL, but does in HU
There are no significant dependency between being GREEN and income level per household member in
Poland, but slight dependency can be noticed in Hungary – people with the lowest and the highest income
level are slightly less GREEN than people with medium income level.
POLAND HUNGARY

7. Explanation of the scale used in this report
• All results presented in this report are based on GREEN consumer value scale. This scale
consist of six items forming a single dimension.
• The items are assessed on a 7-point Likert-type scale, where 1 = strongly disagree and 7 =
strongly agree.
• The items are averaged to form a SCORE – a single number (between 1 and 7) that represents
one’s values concerning environmentally friendly consumption.
• Higher scores indicate a more positive inclination toward environmentally friendly behaviors.
• Items forming GREEN consumer value scale:
1. It is important to me that the products I use do not harm the environment.
2. I consider the potential environmental impact of my actions when making many of my decisions.
3. My purchase habits are affected by my concern for our environment.
4. I am concerned about wasting the resources of our planet.
5. I would describe myself as environmentally responsible.
6. I am willing to be inconvenienced in order to take actions that are more environmentally friendly.
• Source of the GREEN consumer value scale: William O. Bearden, Kelly L. Haws, Richard G.
Netemeyer, „Handbook of Marketing Scales: Multi-Item Measures for Marketing and
Consumer Behavior Research”, Third Edition, Association for Consumer Research Series, SAGE
2010, page 172.

8. Categories used in this report
– Not GREEN – score lower or equal 3
– Undecided – score higher than 3 and lower than 5
– GREEN – score equal or higher than 5 and lower than 7
– GREEN fanatics – score equal 7 (maximum possible score)
1 2 3 4 5 6 7
Not GREEN Undecided GREEN GREEN fanatics

9. Metodology of the survey
Poland Hungary
Sample size N=1000 N=1613
Methodology CATI telephone interviews CATI telephone interviews
Fieldwork time October 2012-January 2013 November 2012-January 2013
Sampling RDD (random digit dialing) of
mobile telephone numbers
Telephone panel
Data processing Data have been weighted in order
to correct the probability of
entering to the sample.
Data have been weighted by age
and sex in order to adjust sample
structure to the population
structure.

10. Authors of the study
Author of the report:
Tomek Deluga
Senior Research Executive
tomek.deluga@pmr-r.com
+48 12 618 90 83