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.
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