Official: Europeans are greener than Americans

European consumers are significantly more likely to buy "green" products than their US counterparts, according to new research into customer attitudes released yesterday.

The survey of 16,000 European consumers across eight countries from communications specialist Porter Novelli and market research firm Natural Marketing Institute follows a similar US study and aims to assess customers' attitude towards healthy and environmentally sustainable lifestyles and products.

It found that European consumers were 50 per cent more likely to buy "green" products, 25 per cent more likely to recycle and 30 per cent more likely to preach environmental messages to friends and family than Americans.

The report concluded that "differences in tax structures, subsidies, and the longevity of the availability of LOHAS [Lifestyles Of Health And Sustainability] products" were likely to be the main factors driving these differences.

The report also found that while Europeans are less likely to pay a significant price premium for green products than Americans they are more likely to be motivated to buy products with seals or certifications indicating the products are environmentally friendly.

However, the research also warned that firms attempting to appeal to these green consumers will also face demanding expectations with European consumers more likely than US consumers to expect companies to be sensitive to the environment and boast strong green credentials.

The report concluded that the findings indicate a strong need among European companies "for meaningful corporate sustainability programmes and effective communications that address this interest and show leadership over competitors" .

Julie Winskie, partner and chief client officer at Porter Novelli, said that the findings highlighted the growing commercial imperative for consumer-facing companies to embrace green best practices.

"Given the growth in ethical consumerism and eco-consciousness, and the availability of information in a knowledge age, brands that adopt values of authenticity, transparency and integrity, and that are aligned with the core beliefs and values of their audiences, will have a greater chance of succeeding, " she argued.