Trends Report

European Green Shoppers Unveiled

Opportunities For Retailers To Meet Green Shoppers' Demands Online

April 17th, 2009
Lauriane Camus, null
Lauriane Camus
With contributors:
Patti Freeman Evans , Brendan McGowan

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.