What is the attitude of Danes to climate and sustainability?

Danish consumers generally want to change their habits for reasons of the climate and sustainability. Almost all Danes see climate change as a challenge that must be taken seriously. They also approach sustainability in different ways. Some consumers focus primarily on food and how it is produced or on changing the composition of their diet and adopting greener eating habits. Others focus on the supply of more sustainable energy or using greener forms of transport. Many Danes focus on plastic and packaging, as well as on reducing food waste.

Since 2019, the Danish Agriculture & Food Council has carried out annual surveys and analyses examining sustainability priorities and willingness to adopt sustainable practices. The analysis is based on a survey in which 1,464 respondents prioritise five out of thirty-five sustainable consumption habits.

Although the vast majority of Danes are willing to change their habits for the sake of the climate, the 2023 survey reveals that this willingness is declining. The analysis points out that this may be due to the war in Ukraine and after-effects of Covid-19, which together have increased pressure on supply chains and caused inflation and price rises for energy and food. This is the most likely explanation for the observed change in Danish consumer priorities. The change is seen in a trend towards higher prioritisation of sustainable consumer behaviour, which also benefits the private economy, such as saving on energy consumption and buying fewer new clothes and less furniture. Furthermore, there is reduced prioritisation of more costly sustainable consumption choices, such as buying organic and more Danish-produced – rather than foreign - meat, as the Danish economy is already under pressure from inflation and price rises.

Based on the analysis, five sustainability strategies have been identified:

1. Responsible eating
This strategy accounts for 15% of respondents in 2022 and is characterized by an increased focus on how food is produced with a preference for local and organic food. This strategy places particular emphasis on minimising food waste. On the other hand, consumers in this group are often less willing to buy less furniture and to minimise car and air transport.

2. Much more green
Like strategy #1, strategy #2 is about making a decision about the food you eat and buy. Strategy #2 differs by focusing more on product categories, with a preference for incorporating more vegetables and less beef and pork. The strategy has increased from accounting for 19% of respondents in 2020 to 25%, indicating a greater interest in cutting back on meat consumption in favour of vegetables.

3. Long-term sustainability
Consumers favouring strategy #3 prioritise long-term investments in sustainability, which can also benefit their private economy. This may include re-insulating a home, buying an electric car and using renewable energy. Some 21% of respondents use this strategy, with a clear over-representation of men between the ages of 40 and 59 years.

4. Change in transport habits
As the title suggests, strategy #4 addresses adjusting transport habits. This includes reducing air transport and considering using public transport rather than the car. 14% of respondents use this strategy, with the majority residing in the region around the capital.

5. A bit of everything, but not too demanding
28%, and thus the majority of respondents, use strategy #5, which is characterised by a willingness to reduce general consumption, although without specified aims. One explanation may be that these consumers do not want to make too many daily sacrifices for the benefit of the climate and may be in doubt about the usefulness of their individual sustainable consumer behaviour.