If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.

1. Research Panel: Untangling the Consumer
Attitude/Behavior Gap
¡ Charlie Attenborough, Managing Director,
International Advertising, National Geographic
Sustainable Brands
London Conference

2. 1

3. Participating Countries
2012
2

4. Greendex Structure with Weighting
In calculating the total Greendex scores, the sub-indices are weighted as follows:
3

5. Greendex: Overall Rankings
Trends: 2008–2012
4

6. Changes in Overall Greendex Score
Trends: 2010–2012
5

7. I Feel Guilty about the Impact I Have
on the Environment
Percentage of Consumers in Each Country, 2012
The white space in this chart represents “3” (on a scale of 1 to 5 where 1 means “Strongly disagree” and 5
6 means “Strongly agree”) and “DK/NA.”

8. The Impact That Our Society Has on the Environment
Is So Severe That There Is Very Little Individuals
Can Do about It
Percentage of Consumers in Each Country, 2012
The white space in this chart represents “3” (on a scale of 1 to 5 where 1 means “Strongly disagree” and 5
7 means “Strongly agree”) and “DK/NA.”

9. 8