By Catherine Germier-Hamel
This article was published in the Summer 2015 edition of ECCK Connect, the Quarterly Magazine of the European Chamber of Commerce in Korea (ECCK)
In reality, who cares about the environment? All things considered, the safest answer to this tricky question seems to be “it depends”. In other words, it’s all a matter of attitude, and choice.
While saving the planet has never been a number one preoccupation for most human beings, global surveys show that a majority of consumers around the world are getting increasingly aware and concerned over environmental issues. However, findings also reveal that many people appear to have difficulties to opt for greener consumption habits, and eco-friendly attitudes have hardly translated into pro-environmental behaviors.
The grass is not always greener on the other side
Since 2008, National Geographic and research consultancy GlobeScan have implemented the Greendex, a worldwide tracking survey on sustainable consumer behavior. According to the Greendex 2014 - Consumer Choice and the Environment, which surveyed 18,000 consumers across 18 countries, the highest ranked consumers are from the