Date of publication: 11/11/2011
42% of Basque youths display responsible consumption habits.
42% of Basque youths display responsible consumption habits according to a study by the Basque Youth Observatory and presented this morning by the Deputy Minister of Culture, Youth and Sports of the Basque Government, Antonio Rivera, and the Director of Youth Affairs, Natxo Rodríguez. Responsible consumption is more prevalent in Bizkaia, it increases with age and is slightly more extended among women.
The research project titled “Youth and Responsible Consumption” was conducted by means of individual telephone surveys of 1,500 people aged 15 to 29 living in the Basque Country and aims to analyse consumption trends in this group of people based on how, rather than what or how much they consume. It also seeks to identify the extent to which young people are aware of the personal, social and environmental implications of consuming a given product or service.
The responsible consumption concept is based on consumption habits that adapt to actual needs, promote the conservation of the environment and encourage social equality. On these grounds, the responsible consumption index is calculated based on rationality, ethics, sustainability and alternative consumption habits used by young people.
The study reveals that 42% of young people present a medium-high responsible consumption rate (14% high, 28% medium and 58% low).
Regarding people with medium or high responsible consumption rates, we can observe significant differences in each province. Young people living in Bizkaia have a 47% rate, compared with 38% in Gipuzkoa and 34% in Alava. There is also an increase in the medium-high responsible consumption rate as age increases: 35% in people aged 15 to 19 and 46% among people aged 25 to 29. However, there does not seem to be any significant difference due to gender, although the percentage of people who consume in a responsible manner is slightly higher among women (43%) than among men (41%).
Rational consumption implies a conscious and reflective attitude when purchasing a product or service. It covers the moments prior to the purchase – what to buy, how much can be spent, what shop, when to make the purchase – and attention to possible undesired consequences (breakdowns, damaged products, complications) and to product specifications.
The percentage of young people who routinely behave in this manner when ensuring that a product is in good working order before buying it (84%) and when submitting a claim when any problem arises (82%) is high. Furthermore, 72% say they take advantage of special offers and sales, 71% usually check the receipt, 68% have thought what they are going to buy beforehand, 61% check the change they receive and 51% check the warranty.
However less than half compare prices in different stores (49%); 45% have been thinking beforehand how much they are going to spend; 37% check the labels and 32% read the instructions.
The rational consumption rate is higher among men than among women (63% vs. 53%) and increases with age (from 48% among people aged 15 to 19 to 66% in the case of people aged 25 to 29). Young people from Alava and Bizkaia, both at 61%, consume in a more rational manner than youths from Gipuzkoa (52%).
Ethical consumption assesses fairer values, solidarity and ecological values and not only personal gain. It emphasizes austerity as a conscious way of life, considering other aspects as more important than simply consuming, and displays a capacity to distinguish between real and imposed needs. It includes considerations on the social and ecological conditions in which a product or service has been manufactured or provided.
Among the said considerations, the most common among young people (63%) is to ask themselves whether they really need the product they are thinking of buying. Far fewer question the waste generated (19%), the raw materials used to manufacture the product (19%), whether any situation of social injustice was involved in its manufacture (16%) or the environmental impact of its production and/or transport (14%).
There are no significant differences based on gender, but ethical consumptions seems to increase with age, from 11% in young people aged 15 to 19 to 18% in the case of people between 25 and 29 years of age. By province, rates are higher in Bizkaia and Gipuzkoa than in Alava.
Alternative consumption is that which moves away from established purchase and sale channels in favour of re-using products, either through exchange arrangements, lending among friends and family, the acquisition of second-hand goods and the purchase of fair-trade goods.
Exchanges between friends and family is the most common (42%). 23% have given or received second-hand clothes and 14% have bought something together. 8% have bought second-hand products. 4% have acquired fair-trade products; 3% have sold second-hand products and only 1% have participated in exchange markets.
Young people from Gipuzkoa present higher alternative consumption rates (26%) than young people from Bizkaia (21%) and Alava (16%).
Sustainable consumption implies abandoning a throwaway culture based on single-use products, excess packaging… The key aspect is to reduce consumption and to use products and services that respect the environment because they can be recycled, save energy… on a daily basis.
These guidelines are clearly accepted by Basque youths: over half usually separate household waste (76%), limit water consumption (71%), limit the use of heating and air-conditioning (71%), use approved dumps (69%), use low-energy bulbs (67%), move about on foot or by bicycle (64%), use public transport or share cars (64%), take their own bags or trolleys when shopping (63%) and buy local fruit and vegetables that are in season (52%).
However, guidelines concerning the products purchased are not so widely observed: 34% routinely try to buy products that use little packaging material, 32% purchase recycled products, 18% avoid buying certain products for environmental reasons and 17% buy ecological products.
The variables that display greater difference levels in relation to sustainable consumption are gender and province of residence. Young women present greater levels of sustainable consumption (47%) than men (35%) and sustainable consumption is more extended in Bizkaia (46%) than in Alava (36%) and Gipuzkoa (36%).
