MarketSens GRaSS Data & Analytics

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

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. 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. 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. 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
… 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
All
Men
Women

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

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

8. 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. 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 10-15% more
Yes, I am ready to pay more than 15% and even more
No, I am not ready to pay more
no answer

10. 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. 11
AWARENESS OF CERTIFICATES : GENDER
Please estimate level of your awareness of the following certificates and labels which one can find at different
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
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)
All
Men
Women

12. 12
AWARENESS OF CERTIFICATES: AGE
Please estimate level of your awareness of the following certificates and labels which one can find at different
goods (TOP-1, “Aware of this certificate/ label, purchased such goods”, %)
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
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)
All
18-25
26-35
36-45

13. 13
AWARENESS OF CERTIFICATES: INCOME
Please estimate level of your awareness of the following certificates and labels which one can find at different
goods (TOP-1, “Aware of this certificate/ label, purchased such goods”, %)
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
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)
All
Up to 30 000
30 001 - 45 000
More 45 000

14. 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
Biodegradable/ compostable / eco-friendly
packaging
Does not destroy ozone screen
European emission certificate Euro 3, 4 –
limitation of air emission
Green Product
Rain Forest (made of renewable natural
resources)
FSC
Not tested on animals
Blue Angel (safe-health, no harmful
ingredients)
Fair Trade
Vegan
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 10-15% more
Yes, I am ready to pay more than 15% and even more
No, I am not ready to pay more

15. 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
Biodegradable/ compostable / eco-friendly
packaging
Does not destroy ozone screen
European emission certificate Euro 3, 4 –
limitation of air emission
Green Product
Rain Forest (made of renewable natural
resources)
FSC
Not tested on animals
Blue Angel (safe-health, no harmful
ingredients)
Fair Trade
Vegan
All
Men
Women

16. 16
READINESS TO PAY FOR CERTIFICATE: AGE
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
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
Biodegradable/ compostable / eco-friendly
packaging
Does not destroy ozone screen
European emission certificate Euro 3, 4 –
limitation of air emission
Green Product
Rain Forest (made of renewable natural
resources)
FSC
Not tested on animals
Blue Angel (safe-health, no harmful
ingredients)
Fair Trade
Vegan
All
18-25
26-35
36-45

17. 17
READINESS TO PAY FOR CERTIFICATE: INCOME
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
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
Biodegradable/ compostable / eco-friendly
packaging
Does not destroy ozone screen
European emission certificate Euro 3, 4 –
limitation of air emission
Green Product
Rain Forest (made of renewable natural
resources)
FSC
Not tested on animals
Blue Angel (safe-health, no harmful
ingredients)
Fair Trade
Vegan
All
Up to 30 000
30 001 - 45 000
More 45 000

18. 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%