Green Consumers in Europe

Introduction

Establishing real levels of consumer concern regarding environmental issues is needed to provide a base for advancing product development and marketing plans for environmentally friendly products and services. This Green Consumer Series provides that sound base to identify opportunities and drive clients' business decisions.

Scope

• An examination of how environmentally conscious European consumers are, and how this translates into green behaviors
• An exploration of which factors affect a consumer's choice to undertake green behaviors and purchase sustainable products
• A snapshot of Europe's energy, retail and automotive sectors, and analysis on the presence of green consumerism in these markets
• Insight into which demographic groups are most responsive to environmental concerns in each sector

Highlights

European consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their lifestyles.

The vast majority of European consumers undertaking green behaviors are doing so primarily in order to benefit the environment, as opposed to receiving the monetary savings often associated with such behavioral change.

Females and older consumers display higher levels of sustainable behavior than other groups, and are therefore likely to be more receptive to green marketing campaigns.

Reasons to Purchase

• Understand the factors that are driving the growth of green consumerism in Europe
• Project which sectors present the best opportunities for green products and services
• Develop targeted marketing strategies based on those demographic groups that are most receptive to environmental concerns