New Research: Over One Quarter of European Internet Users are Green Shoppers

Nate Elliott | December 11, 2007, 03:29 PM

My colleague Dorothee Vogel just published an interesting report about green shopping in Europe. Amongst the surprises: no matter how much noise the UK press make on environmental issues (and by God they make a lot of noise), they just can't convince UK consumers to do anything about it. Now the Danes, they care: more than half of Danish online users say they're willing to pay higher prices in order to buy environmentally-friendly products.

From the press release:

JupiterResearch Reveals that Over One Quarter of European Internet Users are Green Shoppers

Introducing Green Product Offerings, Promoting Green Corporate Policies Can Help Retailers Attract a High-Spending Demographic

(London, UK – 11 December, 2007) Environmental considerations are impacting European online purchase decisions but trends vary strongly by country according to a new report from JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business. The report, European Green Consumers: Identifying and Seizing the Opportunity Online finds that over one-quarter of European online users either decide what to buy based on retailers’ green policies or 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 whilst 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.

You can read the complete press release here, and Jupiter clients can read the complete report here.