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Consumer Perception About Green Dot Brands and Companies is Positive
07 May 2025According to the 2024 results of the ÇEVKO Foundation "GREEN DOT Perception Research", one in every two people stated that they had seen the GREEN DOT sign before. In the research, where one in every five people correctly expressed the meaning of GREEN DOT, after a short introduction, more than 75% of the consumers participating in the research stated that they trust GREEN DOT brands, that they would feel good because they support recycling if they purchased them, that they would continue to use GREEN DOT products and that they would recommend them to others. More than 74% of consumers participating in the research declare that they perceive companies using GREEN DOTS as companies that fulfill their legal obligations, work on sustainability, calculate their impact on the environment, provide financial support for recycling, and implement producer responsibility. Among the four most influential factors in consumers' decision on the brand they choose when purchasing a product is the environmental impact of the product, which attracts the attention of one in every two consumers.
The results of the "GREEN DOT Perception Survey" conducted by the ÇEVKO Foundation during the year were announced in terms of the awareness and perception of the international GREEN DOT sign, which the Foundation represents in Turkey, and its impact on consumers' purchasing decisions for brands and companies.
ÇEVKO Foundation Secretary General Mete İmer stated that the "GREEN DOT Perception Research" was carried out in cooperation with ZENNA Research by interviewing 1,000 people aged 18 and over throughout Turkey, in 26 provinces representing 7 regions, using CAWI (online survey application method), and added that the research was conducted on the basis of 50% women and 50% men. He added that women stand out in terms of GREEN DOT awareness.
25 Million People in Our Country Remember Seeing the GREEN DOT Sign
Mete İmer said, "The Green Dot has become an international model symbolizing industrial responsibility. The "Green Dot" sign on a package means that the economic enterprise that puts that packaged product on the market contributes to the recycling system for the recovery of packaging waste. The GREEN DOT sign is used by more than 150 thousand manufacturers in the world and is offered to more than half a billion consumers annually and is included in more than 400 billion product packages. According to the research we conducted in our country, "While one in every 2 people, that is, 25 million people, stated that they have seen the GREEN DOT sign before, one in every 5 people, that is, 10 million people, correctly defined what the GREEN DOT sign they saw meant," he said.
The GREEN DOT Brand Makes Its Consumers Feel Better
Mete İmer emphasized that the results became even more striking after the interviewees were given introductory information about the GREEN DOT sign: "After brief information about the International Green Dot sign, more than 75% of the consumers said,
- Supports recycling by purchasing products with GREEN DOTS,
- He thinks that products with GREEN DOTS contribute to the protection of the environment,
- You feel better when you use the brand with green DOKTA,
- He trusts brands that have products with GREEN DOTS,
- He uses and will continue to use brands with the GREEN DOT sign,
- He stated that he recommends the brands with the GREEN DOT sign to his acquaintances to use them,” he said.
Consumer Perception About Companies Using GREEN DOT Was Positive
For companies that use Green Dot in their packaging, more than 74% of consumers surveyed say these companies:
- Fulfilling its legal obligation regarding the recycling of packaging waste,
- Working on sustainability,
- Calculating the impact on the environment,
- Providing financial support to recycling,
- He thinks that there are companies that implement Producer Responsibility
ÇEVKO Foundation Secretary General Mete İmer commented, "These positive perceptions of consumers about the companies using Green Dot are extremely pleasing for the success of Green Dot activities."
The Product's Impact on the Environment is Among the Four Most Influential Factors in Consumers' Product Purchasing Decisions
When the participants of the "GREEN DOT Perception Research" were asked to choose the four most important factors that affect their decision on the brands they choose when purchasing a product, 69% of the consumers said it was product quality, 60% said it was product price, 50% said it was the product's impact on the environment, and 44% said it was the product's expiration date. Among the options given regarding how they determine the environmental impact of the product they will purchase, 79% of consumers say that they check the visuals and texts on the product's packaging, 43% say that they buy brands they know and trust, and 31% say that they examine the brand of the product on the internet. İmer, Secretary General of ÇEVKO Foundation, said: "It has been revealed that today, the impact of products on the environment has become so important that it attracts the attention of one in every two consumers, and consumers check the messages on the packaging to understand this impact, and even a significant part of them examine the brand on the internet."
Imprint of the Research
“GREEN DOT Perception Research” was conducted by ZENNA Corporate Brand Management Research and Consultancy for the ÇEVKO Foundation.
Within the scope of the research, it was aimed to reveal consumer attitudes and behaviors regarding packaging waste, consumers' sensitivity to the issue in grocery shopping, and their perceptions of brands with the GREEN DOT sign. The research was carried out in April 2024 by interviewing 1,000 people in 26 provinces representing 7 regions, including people aged 18 and over, among the general population of Turkey, using the CAWI (Online Survey Application Method) method.
Due to the online (CAWI) interview method within the scope of the research, the rate of DE SES and the population over the age of 65 was kept below what it should be. This means that the population of 18 years and over in Turkey is represented by 50 million instead of 65 million according to official figures. The research represents 50 million people aged 18 and over among the general public in Türkiye.
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