{"id":3179,"date":"2020-07-08T11:48:49","date_gmt":"2020-07-08T09:48:49","guid":{"rendered":"https:\/\/www.umweltperspektiven.ch\/?p=3179"},"modified":"2022-02-09T11:09:57","modified_gmt":"2022-02-09T10:09:57","slug":"studie-kaufverhalten-aendert-sich-chance-fuer-nachhaltige-und-lokale-marken","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/sustainability\/2020-07-08\/studie-kaufverhalten-aendert-sich-chance-fuer-nachhaltige-und-lokale-marken\/","title":{"rendered":"Studio: il comportamento d'acquisto sta cambiando - opportunit\u00e0 per i marchi sostenibili e locali"},"content":{"rendered":"
\"\"
Nonostante l'intenzione di essere sostenibili, c'\u00e8 un divario tra ci\u00f2 che i consumatori pensano di sapere e ci\u00f2 che effettivamente capiscono sulla sostenibilit\u00e0. (Immagine: Unsplash)<\/figcaption><\/figure>\n

Lo studio \"Consumer Goods and Retail: How Sustainability is Fundamentally Changing Consumer Preferences\" lo dimostra: I rivenditori e i produttori hanno ormai interiorizzato i benefici che la sostenibilit\u00e0 ha per le loro relazioni con i clienti: il 77% afferma che la sostenibilit\u00e0 porta a una maggiore fedelt\u00e0 dei clienti, mentre il 63% conferma che aumenta le vendite del marchio.<\/p>\n

Tuttavia, nonostante l'intenzione di essere sostenibili, c'\u00e8 un divario tra ci\u00f2 che i consumatori pensano di sapere e ci\u00f2 che effettivamente capiscono sulla sostenibilit\u00e0: il 78 per cento dei consumatori non sa che ci vogliono 1.000 litri d'acqua per fare una barretta di cioccolato e il 68 per cento non sa che un hamburger medio porta pi\u00f9 emissioni di un viaggio in auto di 15 km in un SUV. Quasi il 68% dei consumatori che hanno acquistato questi prodotti erano disposti a comprare un prodotto pi\u00f9 sostenibile una volta che avevano capito i problemi di sostenibilit\u00e0.<\/p>\n

Questo significa che c'\u00e8 bisogno di fornire ai consumatori pi\u00f9 informazioni sulla sostenibilit\u00e0. Questo risultato evidenzia l'importanza dei marchi che guidano l'agenda della sostenibilit\u00e0.<\/p>\n

Lacune nella conoscenza della sostenibilit\u00e0 tra i consumatori e le imprese<\/strong><\/p>\n

Tuttavia, questa lacuna di conoscenza esiste anche tra i rivenditori e i produttori che credono che i loro acquirenti ne sappiano pi\u00f9 di loro. Poco pi\u00f9 di due dirigenti su tre (67% in Germania, 65% a livello internazionale) dicono che i loro consumatori conoscono molto bene le loro iniziative di sostenibilit\u00e0. Tuttavia, un consumatore su due (46% in Germania, 49% a livello internazionale) dice di non avere informazioni per verificare le dichiarazioni di sostenibilit\u00e0 dei prodotti.<\/p>\n

Quasi la met\u00e0 dice apertamente di non fidarsi delle dichiarazioni di sostenibilit\u00e0 dei prodotti (41% dei tedeschi, cos\u00ec come il 44% di tutti gli intervistati). In Svizzera, condizioni simili si applicano per quanto riguarda il mercato di riferimento.<\/p>\n

La maggior parte delle aziende gratta solo la superficie quando si tratta di sostenibilit\u00e0<\/strong><\/p>\n

Le organizzazioni specializzate in RCP spendono in media l'1,9% delle loro entrate in iniziative di sostenibilit\u00e0. L'investimento medio \u00e8 di quasi 34 milioni di dollari in valore, e sono riluttanti a spendere di pi\u00f9 - quasi l'80% delle organizzazioni cita l'impatto sui margini di profitto o il superamento dei costi come una sfida nello scalare le iniziative di sostenibilit\u00e0. Per quasi tre organizzazioni su quattro, altre questioni hanno la priorit\u00e0, secondo questo studio (vedi fine del testo).<\/p>\n

Tre su quattro (75 per cento) delle organizzazioni CPR dicono di avere una strategia, cos\u00ec come l'infrastruttura e le risorse, per guidare gli sforzi di sostenibilit\u00e0 e di economia circolare. Tuttavia, quando si tratta di implementare iniziative efficaci a livello aziendale, meno di un quarto delle organizzazioni ci sono riuscite. Le iniziative pi\u00f9 comunemente scalate sono politiche di lavoro eque e condizioni di lavoro sicure. Il 48% delle aziende dice di aver raggiunto un certo livello in queste aree. Al contrario, l'IT sostenibile, che riguarda la riduzione dell'impronta di carbonio dei processi digitali (ad esempio l'efficienza energetica nei data center), \u00e8 aumentata solo del 18%.<\/p>\n

Nonostante la pandemia abbia riportato l'economia circolare al centro dell'attenzione, solo il 18% dei dirigenti ha investito in iniziative di economia circolare e solo il 35% prevede di investire in questo settore nei prossimi tre anni.<\/p>\n

Pia Heidenmark Cook, Chief Sustainability Officer di Ingka Group, che comprende Ikea Germania, dice: \"Penso che una sfida che molte organizzazioni affrontano sia la gestione del cambiamento. Molte organizzazioni hanno l'impressione che la sostenibilit\u00e0 sia pi\u00f9 costosa. Tuttavia, non si rendono conto che iniziative come la riduzione dei rifiuti o l'efficienza energetica riducono i loro costi operativi. Quindi direi che la sfida principale che si frappone alla sostenibilit\u00e0 \u00e8 la gestione del cambiamento - fare il business case del perch\u00e9 ha senso e influenzare e ispirare le persone a capire perch\u00e9 fa la differenza\".<\/em><\/p>\n

Lo studio completo \u00e8 disponibile per il download qui: https:\/\/www.capgemini.com\/de-de\/news\/studie-herz-nachhaltigkeit-gluecklich-verbraucherpraeferenzen-veraendert\/<\/a><\/em><\/p>\n

 <\/p>\n

Informazioni sullo studio<\/strong><\/em><\/p>\n

Il rapporto \"Consumer Goods and Retail: How Sustainability is Fundamentally Changing Consumer Preferences\" ha intervistato 7.500 consumatori di Stati Uniti, Regno Unito, Svezia, Spagna, Francia, India, Italia, Paesi Bassi e Germania (11%). Inoltre, sono state intervistate 750 aziende del settore (Germania: 12%), oltre a interviste individuali con numerosi dirigenti. Maggiori dettagli sulla metodologia possono essere trovati anche nell'appendice dello studio.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Die Studie \u201eKonsumg\u00fcter und Einzelhandel: Wie Nachhaltigkeit die Verbraucherpr\u00e4ferenzen grundlegend ver\u00e4ndert“ belegt:\u00a0Handel und Hersteller haben inzwischen die Vorteile verinnerlicht, die Nachhaltigkeit f\u00fcr ihre Kundenbeziehungen hat: 77 Prozent geben an, dass Nachhaltigkeit zu mehr Kundentreue f\u00fchrt, w\u00e4hrend 63 Prozent best\u00e4tigen, dass sie den Markenumsatz erh\u00f6ht. Trotz der Absicht, nachhaltig zu sein, klafft jedoch eine L\u00fccke zwischen […]<\/p>\n","protected":false},"author":5,"featured_media":9710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Studie","_yoast_wpseo_metadesc":"Die neue Studie des Capgemini Research Institutes unterstreicht: Nachhaltigkeitsaspekte beeinflussen heute das Konsumsumverhalten wie selten schon.","articlekey":"","footnotes":""},"categories":[580],"tags":[320,1773,1790,458,2441],"class_list":["post-3179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability","tag-leadership","tag-nachhaltiger-konsum","tag-nachhaltigkeitsinitativen","tag-strategie","tag-verbraucherpraeferenzen"],"acf":[],"yoast_head":"\nStudie: Kaufverhalten \u00e4ndert sich \u2013 Chance f\u00fcr nachhaltige und lokale Marken - Organisator<\/title>\n<meta name=\"description\" content=\"Die neue Studie des Capgemini Research Institutes unterstreicht: Nachhaltigkeitsaspekte beeinflussen heute das Konsumsumverhalten wie selten schon.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/sostenibilita\/2020-07-08\/studie-kaufverhalten-aendert-sich-chance-fuer-nachhaltige-und-lokale-marken\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studie: Kaufverhalten \u00e4ndert sich \u2013 Chance f\u00fcr nachhaltige und lokale Marken - 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