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	April 17, 2009 European Green Shoppers Unveiled Opportunities For Retailers To Meet Green Shoppers' Demands Online by Lauriane Camus with Patti Freeman Evans, Brendan McGowan

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Executive Summary

While 71% of the European population is concerned about the environment, only 12% of European adults can be defined as green shoppers, meaning that they are thinking about the environment while shopping offline or online. European green shoppers show some unique characteristics and behaviors that can appeal to retailers: They are more likely to be brand-loyal and to spend more online and across more categories than non-green shoppers. Green shoppers are also engaged in online social media and are information-savvy. Retailers and marketers can leverage this behavior to successfully reach them online.

TABLE OF CONTENTS

• Today's European Green Shoppers Show Unique Characteristics And Behaviors

RECOMMENDATIONS

• Retailers Must Reward And Inform Green Shoppers Online
• Supplemental Material
• Related Research Documents

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