Belgians are becoming more environmentally aware, but their behaviour does not (always) reflect this

The Fost Plus Environmental Barometer examines Belgian consumers’ attitudes and behaviours regarding environmental issues, waste, packaging, and sustainable consumption. Compared to the previous edition in 2014, consumers are clearly more aware of environmental challenges and their own impact on the planet. However, this increased awareness is not always reflected in actual purchasing behaviour.

The previous Environmental Barometer dates back to 2014. In the years that followed, our consumer research focused on specific topics such as the New Blue Bag and sorting behaviour away from home. Ten years later, the time felt right to take the temperature again through a large-scale survey. To do this, the research firm Ipsos surveyed 1,000 Belgians between June and September 2024. This quantitative research was complemented by six focus groups (qualitative research).

Climate change – one of today's major challenges

The new Environmental Barometer shows that 56% of Belgians consider climate change to be one of the most pressing issues of our time. However, there is a clear tension between this broad societal concern and people’s daily personal priorities. While 19% of consumers say they worry about climate change on a daily basis, even more are concerned about their financial situation (28%), safety (25%), and health (21%).

Waste sorting and recycling continue to be seen as important ways to reduce environmental impact. 82% of Belgians say they always sort their waste, up from 69% in 2014. The reasons for sorting have also evolved. In 2014, people sorted “for the environment”, whereas in 2024, they do so because they know the packaging will be recycled and raw materials will be reused. The motivation for sorting has therefore become more tangible.

There is also growing openness towards reusable packaging. 68% of consumers say they regularly or always choose reusable packaging, compared to just 36% in 2014. Those already committed to recycling are primarily motivated by the environmental benefits. Yet not everyone is convinced. Ease of use, price, and hygiene remain important arguments to persuade people who have doubts.

Changing purchasing behaviour is not straightforward

The Environmental Barometer reveals a clear tension between rising environmental awareness and actual consumer behaviour. For instance, 80% of respondents believe there is too much disposable packaging, yet only 50% say this influences their purchasing decisions.

Nearly 60% of Belgians expect packaging producers to make more effort to provide better information and more sustainable choices. When it comes to who should drive change, only 55% of consumers believe it should come from individual choices.