Climatic change changes the consumer behaviour

Climate and consumption stand in close relationship (openPR) - not only the consumption changes the climate, also the climatic change changes the consumer behaviour of humans. For 72% the Austrian is the climatic change a clear fact. How strongly the climatic change will affect the consumer behaviour of humans and thus on the economy, a current study of the Viennese of market research institute SDI Research shows.

Climatic change enormously
While climatic experts still the whether and why the climatic changes discuss, the climatic changes for the Austrians are a constituted fact.

72% the Austrian do not regard the climatic change as given, further 17% than possible, but - at least still - than clearly recognizably. Remarkably highly also the number is those, which fear substantial climatic disasters in their homeland within the next years: 61% count on dramatic events and changes, 28% assume that even fixed. Due to this estimate the majority is convinced of a change of the living conditions in direct future. 52% regard by the climatic change large changes in their life on itself to zukommen,19% to see the climatic change as given, without seeing however personal consequences for itself. „According to weather the prognoses, for many industries no stone on the other one should develop will remain. Not directly because of the climate, but because of the changes of the consumer behaviour resulting from it “Oskar Villani summarizes the results of the study and the depth interviews additionally accomplished for quantitative collection.

As a causer of the climatic change primarily the industry (45%) is regarded last, then traffic (30%) and the households (21%). Regionally the USA (74%) are considered as the largest Klimasünder, followed from Asia (44%) and Europe (36%). South America (24%), Russia (21%) Africa (11%) and Australia (5%) are classified as important Klimasünder. „The perception of the climatic change went through three phases: Ignoranz, denial and now arrangement. It is remarkable, how humans resigned themselves within fewer years to the climatic change. Now one is anxious, but one arranges oneself and considers, how one deals with it. Which one misses on broad basis, is the phase of the resistance and the protest - at least now still “Oskar Villani describes the development of the perspective of the climatic change from view of the population.

Economics in the climatic change
Already humans change their consumer behaviour in consequence of the climatic change. 52% of the asked ones are to have to furnish surely in the next years their life strengthened on it. According to indication of the asked Austrians the ranges most strongly concerned are the winter and summer vacation, energy, building and living, sport and spare time as well as insurance. Further, substantial changes in the life circumstances are seen within the ranges nutrition, health, security and politics in addition, in everyday things, like clothing, information behavior and maintenance or telecommunications.

Which will change
The changes of their living conditions and their consumer behaviour accepted by the consumers are partially subtly, partially however expect one serious breaks of the used one and ordinary. The most important results of the depth interviews after industries are classified:

Summer vacation
Intensified attention to climaticsafe regions, later, weather-dependent booking, preference of climaticstable Ferndestinationen or climaticindependent journeys like e.g. cruises, intensified demand for city and culture journeys, importance of the equipment of the hotels (indoors) increases, further intensified trend to short vacation.

Winter vacation
intensified demand for snow-safe regions, accompanying maintenance and alternative offers are classified with the reservations as important. Also in the winter later, of which snow situation dependent booking, daily ski trips and short vacation become again to increase. By Beherbergern increasingly indoor maintenance and closed sport areas are inquired, by the regions more extensive maintenance offers, catering trade and Events. For the sport trade importantly: Winter sports devices - ski, Snowboards - are bought ever more briefly before Urlaubsantritt or borrowed only more. As alternative to the uncertain winter ski vacation Ferndestinationen are strengthened noticed into warm regions.

Energy
Rising energy costs in addition, a removing supply security in consequence of tempests, inundations and line overloading coin/shape the conceptions and expectations of the Austrians. Additional investments in emergency power supplies are judged particularly of Eigenheimbesitzern for the future as more probable.

Building & living
More security when building, in the sense of a robusteren building method against storms and damages caused by water in opinion of the concerning will be necessary. In addition the necessity for a better thermal insulation against cold weather and rising energy costs as well as the acquisition of air conditioners come for extreme heat periods. The increasing necessity for the acquisition of solar plants, heat pumps etc. is generally divided.

Sport & spare time
Both in connection with winter sports in addition, with heat in the summer, inconsistant weather and rain the asked ones see a trend in the depth interviews to indoor sport and modern Eventsportarten, which are more independent of the climate. The leisure behavior will continue to shift therefore still - both in the summer and in the winter - in purchase and maintenance centers.

Clothing
The shopping behavior adapts to the weather conditions. The Saisonen blurs in the eyes of the consumers. While the need of summer mode is judged as stable or even increasing, the interest to buy orients itself after winter clothing - also after shoes - at the weather conditions. Classical Saisonen and Abverkaufszeiten are obsolet.

Insurance
Above all home of one's own and owners of motor vehicle in addition, farmers, winegrowers and manufacturing ones proceed from rising premiums for insurance against hail, storm and damages caused by water. Also persons outside of these groups directly concerned see rising insurance need coming against tempests to itself.

Nutrition & drinking
By the majority one proceeds from rising costs of food. The rising readiness for the purchase of naturenear or biological food, grows parallell with the concern only more industrially manufactured or strengthens genetically changed products to receive. Also regarding the beverage consumption one sees the future of the low-priced potable water supply not directly, however on a long-term basis endangered.

Health
Common the expectation of the climaticconditioned import is exotic „“diseases and pathogens from warmer regions. A rising need at pharmaceutical products and inoculation, those so far only for journeys to tropical countries were necessary are considered probable. The weather fluctuations are particularly classified for older persons, children and persons with bad state of health than dangerously.

Politics & security
Sceptically one shows up regarding political changes. 18% count on a clear rise of climatic refugees from particularly areas heavily concerned of the earth. In addition, one considers Absiedelung from areas within Austria, which are affected by inundations repeated, possible.

Motor vehicles and traffic
Although traffic subjectively not when with equal standing polluting one regards, the Austrians proceed also within this range from large changes in the future. While one regards a restriction of the individual traffic like at present to the oil crisis 1973 as less probable, rising costs are seen as unpopularly however possible. One sets large hopes into the technical development, without seeing however practicable alternatives.

In the future: Climatic loser and climatic winner
„On closer inspection of the statements and expectations of the population, in our closely interlaced economic system only the few industries and ranges will not be concerned. As it will always give climatic loser and climatic winner also here. In the sense by prosperity, security and social peace it would be to be prepared highly at the time the critical ranges as a precaution and actively for the coming changes and protected “, summarizes Oskar Villani the results of the study.

Documentation to the inquiry:
n=750 quantitative Tel. interviews, representatively for the Austrian population of 16-60 years. 155 qualitative interviews.
Taxation period 3. - 22 November 2006
Maximum range for n=750: ±3.7%

Press contact:
Dr. Oskar Villani
SDI Research
Telephone 01/272 51 52 - 0
email: o.villani@sdi-research.at
Web: www.sdi-research.at

Press releases on-line under:
www.sdi-research.at/aktuell/presse.html

Over SDI Research:
SDI Research is a Full service market research firm and raises regularly substantial parameters for the social and economic situation of the Austrian population.

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