Attitude to environmentally friendly products in the UK 2014, by consumer segment

This statistic shows a distribution of consumers according to their attitudes to environmentally friendly products in the United Kingdom (UK) in 2014. Using survey data, TNS applied a segmentation analysis identifying consumers into four groups in terms of their attitudes to green issues and environmentally friendly products. The results showed that 27 percent of UK consumers are 'concerned citizens', that is, they are willing to pay for environmentally friendly products but not 100 percent convinced by how effective they are. The smallest of the four segments were the issue sceptics, with 19 percent believing the dangers to the environment are overstated.