Four fifths of Croatia’s citizens separate, recycle waste

As much as 80% of citizens in Croatia separate and recycle waste, almost half always carry their own bags to shopping, and four fifths use energy-saving light bulbs, according to the latest survey on sustainability viewpoints.

Almost a quarter of citizens are well aware of the concept of sustainability. Men are more into it, 26%, than women, 21%. The highest-ranking groups are the people that are th most educated (28%) and citizens with incomes above EUR 1,600 per month (34%).

The MasterIndex survey was conducted for Mastercard by the Improve agency in November of last year.

Croatians are ready to pay more for products that are ecologically grown (43%), as well as for products and services from socially responsible brands (42%). Respondents with a 40% share are willing to stop buying goods from companies that aren’t committed to preserving the climate and the environment.

The interest in electric and hybrid vehicles declined

Also, 45% of citizens would stop buying items that weren’t produced in a socially responsible manner.

About 85% of respondents believe that sustainable business – responsible for the environment, and social and economic development – has a positive effect on the perception of a brand or company. A total of 37% would pay more for the use of green energy, according to Mastercard.

However, the number of citizens willing to buy a hybrid or electric vehicle decreased. It was a choice for 33% or eight percentage points less than last year.

Financial strength is not the most important criterion to evaluate a company

Two thirds of citizens believe transparent operations and fair treatment towards customers, suppliers, and employees are more important than a company’s financial strength.

As for aspects of sustainability, the participants, and especially young people, value the most an attitude towards employees and the protection of human rights, respect for diversity, and a stance against discrimination.

Gea Kariž, Country Manager at Mastercard Croatia, said the company plans to abolish plastics made from primary polyvinyl chloride (PVC) from cards by 2028. “We believe that sustainability is no longer just a trend, but a key factor in consumer decisions,” she added.