Jupiter has recently published a new report: European Green Consumers: Identifying and Seizing the Opportunity Online. According to this report over one-quarter of European online users decide what to buy based on retailers’ green policies and are willing to pay higher prices for green products.
- Danish and Dutch consumers are the greenest European consumers with strongest willingness to pay for green products and the strongest interest in companies green policies.
- Consumers in the UK and Germany display weakest green attitudes and behavior.
- Internet users in Denmark are more than three times as likely as are those in the UK to be willing to pay more for green products.
As I am following cross nation attitudes toward global warming, I find this report to be somewhat surprising:
- In an earlier post presenting The 2007 Annual World Environment Review I found European countries to be high adopters of eco-minded habits.
- UK specifically was found to be a dominant player in adopting eco-minded habits.
Following up on this trend in the US, where people felt less responsible for global warming outcomes, (relative to the European) I think we can expect lower rates of green shopping habits.