Targeting Europe's Eco-Friendly Consumers

October 29th, 2009

Emily Riley

With contributors:

Thomas Cummings , Angie Polanco

Summary

Eco-friendly consumers are an educated group with higher incomes than most online consumers and a high likelihood of using the Web to research and purchase products. As the green trend rises in Europe, interactive marketers must be keenly aware of how to attract these desirable consumers. Using word of mouth and social networks can bring together these community-oriented individuals, while blogs can help interactive marketers to build advocacy and control their messaging.

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