OCR study: Ontario consumers surprisingly responsible

MONTREAL, Oct. 30, 2012 /CNW Telbec/ - Today, as part of the Novae Momentum 
conference, the Observatoire de la consommation responsable (OCR) [responsible 
consumption observatory] will announce the results of its new study, The 
Ontario Responsible Consumption Index 2012 (ORCI). This study reveals that the 
consumption practices of Ontarians are more responsible than those of 
Quebecers. Headed by Professor Fabien Durif of the UQAM's School of Management 
(ESG UQAM), in collaboration with Professor Caroline Boivin of the Faculty of 
Business Administration at Université Sherbrooke, this first study on the 
state of responsible consumption in Ontario was carried out with the support 
of TD Bank Group. 
Methodology The study was conducted by e-mail survey, from May 15 to 21, 2012, 
using a sample of 1,050 Ontario consumers from a representative group in the 
Province of Ontario. The researchers applied the same measurement of 
responsible consumption that they have been using since 2010 in the Baromètre 
de la consommation responsable au Québec (Quebec responsible consumption 
index), published annually in the journal Protégez-Vous. The Baromètre 2012 
de la consommation responsable au Québec will be released on November 23. 
The findings of the Ontario Responsible Consumption Index 2012 study 
1. Ontarians are more responsible than Quebecers: The study found the 

     responsible consumption index for Ontario to be 68.9 out of a
     possible 100, vs 62.4 in Quebec in 2011, a difference of 6.5
     points. According to the data analysis, the biggest differences in
     responsible behaviour between Ontarians and Quebecers related to
     composting (Ontario index of 65.2 vs 44.6 in Quebec) and to the
     use of sustainable transportation (55.9 in Ontario vs 46.0 in

  2. Ontarians are skeptical: Only 32.4% of Ontario respondents have 

     confidence in the corporate commitment to sustainable development
     (vs 27.6% in Quebec in 2011) and only 30.5% believe in "green"
     advertising (vs 25.3% in Quebec in 2011). In addition, as in
     Quebec, fewer than half of Ontarians are able to spontaneously
     mention a brand and a company perceived as responsible. The Clorox
     company (2.29%) and the Green Works brand (4.19%) emerged from the

 pack in Ontario.
  3. The environment is a purchasing criterion: Like Quebecers, 

     Ontarians are relatively "green"consumers. The majority of the
     results of this study reflect the priority accorded to
     environmental considerations. For example, 73.8% of Ontarians
     consume responsibly, preferring to purchase environmentally
     friendly products and services. Recycling, environmental
     protection, and animal welfare are the three most responsible
     consumer behaviours. In addition, 46.4% claimed that their
     purchases of green products and services has increased in the last
     year. Finally, more than 53.1% of Ontarians say they have
     sometimes changed brands because of their environmental

  4. Older women are the most responsible consumers: As in Quebec, 

     women (index of 70.4 vs 67.0 for men) and older consumers (age 70
     and over:  index of 72.4) have the highest responsible consumption

  5. Eco-logos are not recognized by consumers: The study indicates 

     that Ontario consumers are not familiar with ecological labels
     (eco-logos). Of the 32 labels tested, only three were recognized
     by more than 50% of consumers.

TD Bank Group a study partner in the Ontario Responsible Consumption Index 2012
This study was conducted with the support of TD Bank Group and is an 
initiative of CBleue (a firm specializing in corporate responsibility and the 
sustainable development of organizations). According to Guy Vézina, Senior 
Vice President, General Insurance Products, TD Insurance, "Ontario is the most 
populous province in Canada; it is a major economic centre where many 
strategic and political decisions are taken by the head offices of a number of 
organizations and by the government. Obtaining valid data on the phenomenon of 
responsible consumption in Ontario was therefore necessary for the various 
actors in responsible consumption in Canada, particularly for TD, which is 
continually striving to enhance its environmental leadership. This entails a 
better understanding of the behaviour and motivations of our responsible 

In recent years, TD has become an environmental leader in the financial 
services sector and the first carbon neutral bank in North America. It 
incorporates environmental measures throughout the organization. It strives to 
innovate and to anticipate new social and environmental trends, and to do so, 
it needs to understand consumer behaviour.

In conjunction with the current Momentum conference, TD Insurance organized a 
Responsible Consumer Contest offering the chance to win an ecotourism package 
worth approximately $900.

About the Observatoire de la consommation responsable (OCR)
The OCR is an inter-university research observatory directed by Professor 
Fabien Durif of the Marketing Department at ESG UQAM. With 13 researchers from 
Quebec, France and the Netherlands, the Observatoire applies various types of 
expertise to the field of responsible consumption. Its mission is to 
contribute to the development of the scientific and practical analysis of the 
phenomenon of responsible consumption. The work of the Observatoire focuses on 
two main areas: the behaviour of consumers and citizens in respect to 
responsible consumption (perceptions, intentions, attitudes and behaviours, 
and drivers and deterrents); and the marketing of responsible products and 
services (distribution, packaging, eco-design, brand management, certification 
strategy, brand alliances, pricing strategy, promotion 
management/communication, awareness, and product life cycle). The OCR has 
already published the 2010 and 2011 Quebec indexes, Baromètre de la 
consommation responsable au Québec, as well as guides to ethical fashion, 
ecotourism, green household products and responsible communication. 

Information and interview requests: Fabien Durif Director, Observatoire sur 
la consommation responsable Professor at ESG UQAM Mobile: (514) 815-7179 

Marie-Sophie Trudeau, conseillère en relations de presse Division 
des relations avec la presse et événements spéciaux Service des 
communications Tél. : 514 987-3000, poste 6832 trudeau.marie-sophie@uqam.ca 
twitter.com/MarieSoTrudeau http://www.salledepresse.uqam.ca/


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ST: Quebec

-0- Oct/30/2012 13:06 GMT

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