Grass-2_en

December 2013 - March 2014
CHARITY AND ATTITUDE TO SOCIALLY
RESPONSIBLE MARKETING
GRaSS-2

2
SAMPLE AND DATA COLLECTION METHOD
Total number of respondents 1067
Source: MarketSense database
Data collection period: December 2013 - March 2014
The sample is weighted on age and gender for representation of Moscow
population 18-45 years old

3
QUESTIONS
1. In your opinion to what extent charity activities and willingness to help people are developed among …
1. … regular people, our fellow citizens
2. … people with extremely high income
3. … local (Russian) companies
4. … foreign companies working in Russia
5. … public organizations
6. … religious organizations (of different confessions)
2. Would you like if a part of the organization’s profit you work at came to charity or social projects in your
city, region or country to support education, health care service, etc.?
3. Are you ready to pay for goods more (compared to its regular price) being aware that part of profit
comes to charity?
4. Please estimate level of your awareness of the following certificates and labels which one can find at
different goods
5. Are you ready to pay more for goods with the following certificates and labels?
1. Fair Trade
2. Rain Forest (made of renewable natural resources)
3. FSC
4. Vegan
5. Biodegradable/ compostable / eco-friendly packaging
6. Does not destroy ozone screen
7. Not tested on animals
8. Blue Angel (safe-health, no harmful ingredients)
9. European emission certificate Euro 3, 4 – limitation of air emission (for automotive engine)
10. Green Planet
11. Green Product

4
EVALUATION OF CHARITY ACTIVITY: ALL SAMPLE
In your opinion to what extent charity activity and willingness to help people are developed among … (%)
13
17
8
6
4
3
36
31
28
20
19
13
37
31
38
45
42
43
9
12
18
22
25
28
2
6
6
6
8
10
… public organizations
… religious organizations (of different
confessions)
… foreign companies working in Russia
… regular people, our fellow citizens
… people with extremely high income
… local (Russian) companies
Very strongly developed Strongly developed At average level
Poorly developed Very poorly developed no answer

5
EVALUATION OF CHARITY ACTIVITY: GENDER
In your opinion to what extent charity activity and willingness to help people are developed among …
(TOP-2, “Strongly developed” + «Very strongly developed», %)
49
48
36
25
23
16
48
49
37
24
20
14
50
47
35
27
26
17
confessions)
All
Men
Women

6
EVALUATION OF CHARITY ACTIVITY: AGE
49
48
36
25
23
16
57
46
42
21
31
21
51
48
39
26
25
17
41
50
28
27
16
10
confessions)
All
18-25
26-35
36-45

7
EVALUATION OF CHARITY ACTIVITY: INCOME
49
48
36
25
23
16
45
45
31
27
20
17
53
48
38
24
23
16
49
56
39
25
23
14
confessions)
All
Up to 30 000
30 001 - 45 000
More 45 000

8
ATTITUDE TO CORPORATE CHARITY
Would you like if a part of the organization’s profit you work at came to charity or social projects in your city,
region or country to support education, health care service, etc.? (%)
74
70
78
77
73
74
73
76
71
6
6
6
7
5
6
7
5
4
5
7
3
6
6
2
7
3
3
14
16
12
11
15
17
12
15
20
All
Men
Women
18-25
26-35
36-45
Up to 30 000
30 001 - 45 000
More 45 000
Yes, I would (rather would)
No, I would not (rather would not)
It makes no difference to me
It already exists in our organization
no answer

9
READINESS TO PAY MORE FOR SOCIALLY RESPONSIBLE BRAND
Are you ready to pay for goods more (compared to its regular price) being aware that part of profit comes to
charity? (%)
50
50
50
51
52
47
49
54
48
29
28
29
32
27
28
28
28
28
7
7
7
7
7
7
10
5
9
3
1
4
2
3
3
2
4
2
11
13
9
8
10
13
10
9
11
All
Men
Women
18-25
26-35
36-45
Up to 30 000
30 001 - 45 000
More 45 000
Yes, I am ready to pay more but no more than 5%
Yes, I am ready to pay 5-10% more
Yes, I am ready to pay more than 15% and even more
No, I am not ready to pay more
no answer

10
AWARENESS OF CERTIFICATES: ALL SAMPLE
Please estimate level of your awareness of the following certificates and labels which one can find at different
goods (%)
64
40
38
38
37
26
21
13
12
7
7
17
26
27
30
27
33
23
25
20
18
16
19
34
35
33
37
41
57
63
68
75
77
Biodegradable/ compostable / eco-friendly
packaging
Does not destroy ozone screen
European emission certificate Euro 3, 4 –
limitation of air emission
Green Product
Not tested on animals
Green Planet
Rain Forest (made of renewable natural
resources)
Vegan
FSC
Fair Trade
Blue Angel (safe-health, no harmful
ingredients)
Aware of this certificate/ label, purchased such goods
Aware of this certificate/ label, did not purchased such goods
Not aware of this certificate/ label, not sure

11
AWARENESS OF CERTIFICATES : GENDER
goods (TOP-1, “Aware of this certificate/ label, purchased such goods”, %)
64
40
38
38
37
26
21
13
12
7
7
60
39
51
34
20
23
21
10
11
7
6
68
41
26
42
53
28
21
15
13
8
7
packaging
Green Product
Green Planet
resources)
Vegan
FSC
Fair Trade
ingredients)
All
Men
Women

12
AWARENESS OF CERTIFICATES: AGE
64
40
38
38
37
26
21
13
12
7
7
68
36
28
37
37
27
23
22
14
10
8
62
39
39
34
36
23
18
11
10
6
6
64
44
44
43
37
29
21
8
12
7
8
packaging
Green Product
Green Planet
resources)
Vegan
FSC
Fair Trade
ingredients)
All
18-25
26-35
36-45

13
AWARENESS OF CERTIFICATES: INCOME
64
40
38
38
37
26
21
13
12
7
7
62
36
37
38
30
28
16
13
11
7
6
64
41
38
39
39
27
21
12
12
5
9
70
46
47
38
42
24
28
10
15
8
9
packaging
Green Product
Green Planet
resources)
Vegan
FSC
Fair Trade
ingredients)
All
Up to 30 000
30 001 - 45 000
More 45 000

14
READINESS TO PAY FOR CERTIFICATE: ALL SAMPLE
Are you ready to pay more for goods with the following certificates and labels? (%)
46
44
43
41
40
40
38
36
34
35
28
22
23
20
21
18
17
17
18
17
11
9
8
9
9
8
8
6
7
10
11
2
4
5
3
4
5
4
2
2
6
8
1
1
19
21
25
26
30
35
37
29
30
50
58
Green Planet
packaging
Green Product
resources)
FSC
ingredients)
Fair Trade
Vegan
Yes, I am ready to pay more but no more than 5%
Yes, I am ready to pay more than 15% and even more
No, I am not ready to pay more

15
READINESS TO PAY FOR CERTIFICATE: GENDER
Are you ready to pay more for goods with the following certificates and labels?
(TOP-2, «Yes, I am ready to pay more but no more than 5%» + «Yes, I am ready to pay 5-10% more», %)
68
67
63
61
59
57
54
54
52
47
36
65
64
61
63
54
52
49
47
49
43
32
70
69
64
60
64
61
59
60
55
51
40
Green Planet
packaging
Green Product
resources)
FSC
ingredients)
Fair Trade
Vegan
All
Men
Women

16
READINESS TO PAY FOR CERTIFICATE: AGE
68
67
63
61
59
57
54
54
52
47
36
67
67
58
56
59
58
55
51
49
49
39
67
65
62
63
58
56
53
55
52
44
38
68
69
67
63
60
56
55
55
53
48
31
Green Planet
packaging
Green Product
resources)
FSC
ingredients)
Fair Trade
Vegan
All
18-25
26-35
36-45

17
READINESS TO PAY FOR CERTIFICATE: INCOME
68
67
63
61
59
57
54
54
52
47
36
68
67
61
60
58
56
53
54
51
45
38
68
69
63
64
60
57
56
57
56
49
35
69
67
67
63
59
57
54
53
51
44
33
Green Planet
packaging
Green Product
resources)
FSC
ingredients)
Fair Trade
Vegan
All
Up to 30 000
30 001 - 45 000
More 45 000

18
SOCIO DEMOGRAPHIC STRUCTURE OF THE SAMPLE
GENDER
Men
48%
Women
52%
AGE
26-35
41%
18-25
25%36-45
35%
PER CAPITA
MONTHLY INCOME
Up to 30 000
31%
NA
23%
30 001 - 45 000
28%
More 45 000
18%

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