Homecare products can be qualified as universal products, used by the large majority of the population. Therefore specific consumer groups don’t have to be analyzed, and general adult population can serve as a reliable proxy to gain knowledge on consumer characteristics. Nevertheless, it will then be interesting on having a look at the actual buyer of the product, which will generally be one person per household.

The first interesting thing to know is whether there is reasonable awareness of environmental problems. In a research done by CRIOC in 2003, only 5% of respondents considered the protection of environment not being a real problem, 72% considering it an urgent problem. Furthermore, 78% of Walloons said making efforts in order to preserve the environment. 19% are willing to provide an effort, while only 3% state they refuse making any efforts. However, taking a closer look at the actions, we observe that efforts are generally quite limited. Consumers aren’t willing to change their lifestyles for environment. Most adopted behaviours are imposed, others help consumers save money. For example, only 29% of consumers state using their car less often. Still, using the car less often can lead to saving money! In general, consumers only adopt ecological behaviours with other advantages in mind. Indeed, when it comes to ecology, a “value-action gap” can be observed. This is the difference between consumers’ attitudes and their observed actions. In our context it means that consumers are aware of environmental problems, but don’t act