ReportsandReports - Green Consumers in Germany
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Establishing real levels of consumer concern regarding environmental issues is needed to provide a base for advancing product development and marketing plans for environmentally friendly products and services. This Green Consumer Series provides that sound base to identify opportunities and drive clients’ business decisions. This report looks at how environmentally conscious German consumers are, and how these attitudes translate into purchasing decisions and lifestyle behaviors.
Scope

• An examination of how environmentally conscious German consumers are, and how this translates into green behaviours
• An exploration of which factors affect a consumer's choice to undertake green behaviours and purchase sustainable products
• A snapshot of Germany's energy, retail and automotive sectors, and analysis on the presence of green consumerism in these markets
• Insight into which demographic groups are most responsive to environmental concerns in each sector

Highlights
German consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their lifestyles
The vast majority of German consumers undertaking green behaviors are doing so primarily in order to benefit the environment, as opposed to receiving green tax credit from the government often associated with such behavioral change
Females and urban dwellers display the most sustainable behavior in atleast two sectors, and are therefore likely to be more receptive to green marketing campaigns
Reasons to Purchase

• Understand the factors that are driving the growth of green consumerism in Germany
• Project which sectors present the best opportunities for green products and services
• Develop targeted marketing strategies based on those demographic groups that are most receptive to environmental concerns

Table Of Contents
DATAMONITOR VIEW 1
Catalyst 1
Key findings 1
ANALYSIS 4
Attitudes and beliefs 4
Motivations and priorities 7
Comparative industry responsibility 9
Analysis of behaviors related to particular industries 10
Domestic energy 10
Lifestyle and shopping 15
Travel and transport 19
Scores benchmarking 24
Green behavioral trends 27
Domestic energy 27
Lifestyle and shopping 30
Travel and transport 32
APPENDIX 34
Methodology 34
Ask the analyst 35
Datamonitor consulting 35
Disclaimer 35
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