Doha: Public awareness concerning the mounting challenges stemming from global warming is reassuringly high in Qatar as the government, organizations, and civil society continue to play their part in embracing environmental sustainability initiatives. Despite significant efforts by all those involved consumers still face obstacles preventing them from translating their concerns into action via eco-friendly practices, according to a new report by Boston Consulting Group (BCG).
The report, titled ‘Are Consumers in the Gulf States Ready to Go Green?’, stresses that while 55 percent of Qatar consumers have reaffirmed their preparedness to incorporate more sustainable actions into their daily lives, green infrastructure, financial incentives, and a greater selection of affordable eco-friendly goods and services would assist in accelerating change.
The report highlights, 76% of Qatar consumers are largely aware of climate change and how the issue negatively affects the environment. 60% of consumers with knowledge of the implications also perceive it to have a negative impact on the global environment, 51% percent already believing climate change is having a significant influence on their personal lives, and around two-thirds anticipating it will impact future generations.
“Climate change concerns in Qatar regarding climate change have increased due to greater access to information and successful government and corporate-backed initiatives, notably through the National Vision 2030 which seeks to create harmon between economic growth, social development and environmental protection,” said Tomas Estevez, Principal at BCG Qatar. “If public and private sectors were to do even more to facilitate awareness initiatives, green infrastructure investments, and a wider choice of affordable eco-friendly goods and services then more people will choose to pursue sustainable lifestyles.
Despite the willingness of Qatar consumers to live more sustainably, the primary challenge is to translate these climate concerns into action. For example, Qatar – like several other member GCC states – only recycles, reuses, and recovers approximately 10% of the plastic and metal waste produced at present, while electric vehicles are also relatively scarce. Therefore, understanding the perceived barriers for consumers to take action is important in advancing the green agenda.
“Public concerns around climate and sustainability do bode well for the future,” said Dr. Juan Vazquez, Managing Director and Partner, at BCG and Head of BCG Qatar. “Many people believe that environmentally sustainable lifestyles will play a bigger role in the future, and an encouraging number of people wish to make – or are making – progress with eco-friendly behavior and purchases.”
“Several challenges remain, and today, there are growing calls for more recycling and renewable energy information, as well as guidance on how to live more sustainably and reduce energy consumption. At the same time, people also want to see more investment geared towards sustainable infrastructure – particularly in recycling, renewable energy, public transportation, and eco-tourism.”
“Because demand for sustainable goods and services have increased, companies in Qatar would experience potential growth opportunities if they adapted their go-to-market strategies to more effectively cater to customers changing demands, specifically better options, more accessible price points, and better promotion of the benefits of sustainability.”
When it comes to a more sustainable lifestyle consumers do not always perceive higher prices as being adequately reflected in greater quality or better experiences.
Other barriers to sustainable lifestyles include, insufficient information, limited access to opportunities, limited range, social pressure to maintain current lifestyles, and concerns that eco-friendly products lack quality and downgrade lifestyles.
Although the Government has done much to encourage recycling 37% of consumers believe it is a cumbersome practice. Consequently, further investment in infrastructure, regulations, and information on how to recycle correctly will be needed if the pace of change is to increase.
The public’s reluctance to embrace electric vehicles is based around perceived high purchase prices, operating costs, and a lack of charging infrastructure - 44% cite electric vehicles as being too expensive and 38% expressed the opinion that operating costs are too high.
In terms of eco-friendly touristic destinations, the perceived higher costs, long travel distances, and lack of access to luxurious amenities, entertainment, and shopping are of concern to travelers with 33% pointing out the lack of amenities as an issue.
