As shown by several surveys carried out by GN Research on the Italian market, it looks that environmental awareness, respect of Nature, in one word “bio”, are topics understood and claimed as important for the purchasing of a product/service, but they have a weak effect on the actual choice.
“Bio”, whether in food or energy production, appears an often over-claimed item: its role in the purchasing process is much less important than the consumer himself can state, because other drivers become much more important in the moment of truth when the choice is made.
Nonetheless, all brands who have actively built a well defined and unique “bio” identity have achieved a respected and differentiating positioning. They are actively preferred by a subset of loyal consumers, as, for example, the “holistic moms”, a segment of moms with 0-5 yo children, described in GN Research’s 2013 BabyCorner research. Loyal to “bio”, but a small niche indeed.