2. 2
SAMPLE AND DATA COLLECTION METHOD
Total number of respondents – 1049
Source: MarketSense database
Data collection period: April 2014 - July 2014
The sample is weighted on age and gender for representation of Moscow
population 18-45 years old
3. 3
QUESTIONS
1. Are you concerned about the environmental state of our country?
2. Are you concerned about the environmental state of the planet overall?
3. Which of the following statements do you agree with?
1. Sacrificing nature for the good of people can be justified in all cases
2. Sacrificing nature for the good of people can be justified in most cases
3. Sacrificing nature for the good of people can be justified in some cases
4. Sacrificing nature for the good of people can’t be justified under any circumstances
4. Please rate, how strongly do the following signs / statements / symbols stimulate your interest in buying a product?
1. Eco-friendly
2. Bio
3. Organic
4. 100% natural
5. FTM-line
6. GOST
7. Without GMO
8. Recommended by RAMS (Russian Academy of Medical Sciences)
9. Farmer product
10. Suitable for baby nutrition
11. Domestic producer
12. Created by nature
13. Recommended by Nutrition Institute
14. Without colorings
15. Without preservatives
16. With antioxidants
17. Without nitrates
5. Which countries do you associate with the highest level of safety and eco-friendliness of goods produced?
6. Which countries do you associate with the lowest level of safety and eco-friendliness of goods produced?
7. 7
EFFECTIVENESS OF SIGNS/STATEMENTS/SYMBOLS
Please rate, how do the following signs / statements/symbols / characters stimulate your interest in buying the
goods? (TOP-3, grades 5,6,7 on 7-point scale)
85
84
75
75
74
72
71
69
66
66
61
57
56
52
50
48
26
Eco-friendly
100% natural
Without GMO
Without preservatives
Suitable for baby nutrition
Without colorings
GOST
Without nitrates
Farmer product
Bio
Organic
Recommended by RAMS
Recommended by Nutrition Institute
Created by nature
Domestic producer
With antioxidants
FTM-line
Mean*
5,9
5,8
5,5
5,4
5,4
5,3
5,3
5,1
5,0
5,0
4,9
4,7
4,6
4,4
4,3
4,3
3,2
*Mean of grades on 7-point scale
8. 85
84
75
75
74
72
71
69
81
80
68
68
68
63
68
62
89
88
81
81
80
81
74
75
Eco-friendly
100% natural
Without GMO
Without
preservatives
Suitable for baby
nutrition
Without colorings
GOST
Without nitrates
TOTAL Males Females
8
Please rate, how do the following signs / approvals / characters stimulate your interest in buying the goods?
(TOP-3, %)
66
66
61
57
56
52
50
48
26
64
56
50
47
49
45
48
39
19
69
76
72
67
64
57
51
55
33
Farmer product
Bio
Organic
Recommended by
RAMS
Recommended by
Nutrition Institute
Created by nature
Domestic producer
With antioxidants
FTM-line
EFFECTIVENESS OF SIGNS/STATEMENTS/SYMBOLS
9. 85
84
75
75
74
72
71
69
79
82
70
66
67
66
61
58
87
85
75
74
76
72
72
67
88
85
78
82
78
77
78
78
Eco-friendly
100% natural
Without GMO
Without
preservatives
Suitable for baby
nutrition
Without colorings
GOST
Without nitrates
TOTAL 18-25 y.o. 26-35 y.o. 36-45 y.o.
9
Please rate, how do the following signs / approvals / characters stimulate your interest in buying the goods?
(TOP-3, %)
66
66
61
57
56
52
50
48
26
62
63
57
52
50
45
38
42
20
70
68
59
57
58
51
50
46
27
65
66
67
62
59
56
57
53
30
Farmer product
Bio
Organic
Recommended by
RAMS
Recommended by
Nutrition Institute
Created by nature
Domestic producer
With antioxidants
FTM-line
EFFECTIVENESS OF SIGNS/STATEMENTS/SYMBOLS
10. 85
84
75
75
74
72
71
69
82
81
68
72
73
70
72
64
87
84
75
73
73
72
70
68
86
88
83
79
80
77
71
71
Eco-friendly
100% natural
Without GMO
Without
preservatives
Suitable for baby
nutrition
Without colorings
GOST
Without nitrates
TOTAL 30 000 RUR and less
30 001 - 45 000 RUR 45 000 RUR and more
10
Please rate, how do the following signs / approvals / characters stimulate your interest in buying the goods?
(TOP-3, %)
66
66
61
57
56
52
50
48
26
67
65
59
51
57
51
55
42
25
66
63
59
60
56
52
49
45
25
69
72
68
64
58
52
49
52
33
Farm product
Bio
Organic
Recommended by
RAMS
Recommended by
Nutrition Institute
Powered by nature
Domestic producer
With antioxidants
FTM-line
EFFECTIVENESS OF SIGNS/STATEMENTS/SYMBOLS
11. 11
TRUST TO THE COUNTRIES OF PRODUCTION
Which countries do you associate with the highest level
of safety and environmental performance of produced
goods? (%)*
43
36
20
17
16
13
12
9
8
7
7
6
6
Germany
Russia
Switzerland
Belarus
France
Sweden
Finland
Norway
Japan
Italy
USA
New Zealand
Great Britain
Which countries do you associate with the lowest level of
safety and environmental performance of produced
goods?(%)**
60
29
13
12
7
5
5
5
4
4
China
USA
Russia
India
Ukraine
Poland
Vietnam
Turkey
Korea
African countries
* The countries, indicated by more than 5% of respondents
**The countries indicated by more than 3% of respondents
12. 12
TRUST TO THE COUNTRIES OF PRODUCTION: GENDER
Which countries do you associate with the highest level
of safety and environmental performance of produced
goods? (%)*
43
36
20
17
16
13
12
38
33
19
20
9
13
15
47
39
22
13
23
13
9
Germany
Russia
Switzerland
Belarus
France
Sweden
Finland
TOTAL Males Females
Which countries do you associate with the lowest level of
safety and environmental performance of produced
goods? (%)**
60
29
13
12
7
5
5
60
31
15
12
7
7
4
60
28
12
11
6
4
5
China
USA
Russia
India
Ukraine
Poland
Vietnam
TOTAL Males Females
* Shows the countries that were recalled by more than 10% of respondents
** Shows the countries that were recalled by more than 5% of respondents
13. 13
TRUST TO THE COUNTRIES OF PRODUCTION : AGE
Which countries do you associate with the highest level
of safety and environmental performance of produced
goods? (%)
43
36
20
17
16
13
12
45
25
19
10
19
9
8
41
37
20
20
14
13
12
44
41
22
17
17
16
14
Germany
Russia
Switzerland
Belarus
France
Sweden
Finland
TOTAL 18-25 y.o. 26-35 y.o. 36-45 y.o.
Which countries do you associate with the lowest level of
safety and environmental performance of produced
goods? (%)
60
29
13
12
7
5
5
57
23
19
11
4
0
7
60
33
12
11
8
3
5
63
29
12
12
7
12
3
China
USA
Russia
India
Ukraine
Poland
Vietnam
TOTAL 18-25 y.o. 26-35 y.o. 36-45 y.o.
14. 14
TRUST TO THE COUNTRIES OF PRODUCTION: INCOME
Which countries do you associate with the highest level
of safety and environmental performance of produced
goods? (%)
43
36
20
17
16
13
12
43
39
16
22
11
13
14
44
44
18
16
16
11
11
50
26
23
15
19
14
14
Germany
Russia
Switzerland
Belarus
France
Sweden
Finland
TOTAL 30 000 RUR and less
Which countries do you associate with the lowest level of
safety and environmental performance of produced
goods? (%)
60
29
13
12
7
5
5
59
36
17
9
9
3
2
59
30
13
13
6
7
4
61
28
11
14
5
4
7
China
USA
Russia
India
Ukraine
Poland
Vietnam
TOTAL 30 000 RUR and less
15. 15
SOCIO-DEMOGRAPHIC STRUCTURE OF THE SAMPLE
GENDER
Males
49%
Females
51%
AGE
26-35
41%
18-25
25%36-45
35%
PER CAPITA
MONTHLY INCOME
Up to 30 000
22%
NA
22%
30 001 - 45 000
39%
More than
45 000
17%
