ESG – what do consumers really think?
A study by Mercury Research, conducted in partnership with SORM across more than 8,500 interviews in Europe, the Americas and Asia, shows that the term “ESG” remains largely unfamiliar: 69% of Romanians and 62% of Europeans say they don’t know it. Yet concrete sustainable behaviors are already widespread — from recycling (81% in Romania) to avoiding impulse purchases (70%) and cutting single-use plastic (65%), often above the European average.
Consumers remain skeptical of corporate efforts, though: 60% of Romanians believe companies “talk more than they act” on ESG, and only 25% see them as truly transparent. While 61% say they’d likely buy from a company involved in ESG, willingness to pay a premium stays moderate (only 22% say a clear “yes”). The takeaway for brands: less rhetoric, more verifiable proof — third-party certifications, audits, and clear on-pack information.
500 CAWI interviews per country / wave
8500+ interviews worldwide, 6000+ in Europe
18-65 y.o., internet users
2 waves: 2023 & 2024
Study presented by Mercury Research and SORM at the ESOMAR Connect conference.