EUROPEANS MORE “GREEN CONSCIOUS” THAN AMERICANS

A new survey has revealed that Europeans are 50 percent more likely to buy environmentally-friendly products than Americans, from solar panels to organic foods and sustainable wood to toiletries and household products. The survey also shows that Europeans are 25 percent more likely to recycle and to try to influence their family and friends to buy green goods and be environmentally conscious.

Green consciousness is now a way of life in Europe.

The results of the LOHAS (Lifestyles of Health and Sustainability) study, which were released on 29 October, show how far green consciousness has filtered into everyday European life. The study divided the adult population of Europe according to people’s buying patterns, product use and attitudes to various matters, including sustainability, corporate responsibility and the use of environmentally friendly products and services.

The eight countries featured in the survey were Belgium, Germany, Spain, France, Italy, the Netherlands, Portugal and the United Kingdom. Insights revealed included what people think about health and environmentalism, as well as how they affect their lives, where they buy environmentally-friendly goods, what motivates their choices, and their attitudes towards issues such as the responsibility of large corporations towards the environment.

The results also showed that Europeans are 32 percent more likely to buy products that have organic or environmental stamps of authenticity on them, despite the fact that the researchers found that Europeans are approximately 25 percent less likely than American shoppers to pay more for environmentally friendly products.

Environmental initiatives carried out by the European Union in the past 20 years, such as the creation of recycling points across Europe, and policies on major environmental issues such as sustainability and cleaner air and water have played a large role in developing a “green consciousness” among European consumers. The enormous rise in popularity of organic food production and natural medicines and therapies, which are publicised frequently in the media, are also contributing to the growing green consciousness.

The LOHAS survey was the result of a partnership between the Natural Marketing Institute (NMI) and the international public relations firm Porter Novelli. Steve French, managing partner at the NMI, said, ‘As the global eco-momentum in the marketplace continues, the LOHAS movement will accelerate consumer alignment of social beliefs and personal values with those of brands and companies. It is this frame of mind that will drive the LOHAS market and make sustainability the key growth driver of long-term stakeholder and brand equity for decades. We are delighted to partner PN in helping companies to understand this truly sustainable opportunity.

Source: European Commission Research, November 14th 2007