Green Consumers in Germany
Buy This Report: Green Consumers in GermanyEstablishing 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.
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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
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
List of Figures
Figure 1: Introduction 4
Figure 2: Attitudes and beliefs 5
Figure 3: Key environmental issues 6
Figure 4: Reasons for making green choices 7
Figure 5: Drivers of green adoption 8
Figure 6: Sector-based ranking: potential to impact the environment 9
Figure 7: Adoption of green practices: energy 11
Figure 8: Adoption of green energy tariffs 12
Figure 9: Overall distribution of consumers by green score: energy 13
Figure 10: Green behavior by consumer segment: energy 14
Figure 11: Adoption of green practices: lifestyle and shopping 16
Figure 12: Overall distribution of consumers by green score: lifestyle and shopping 17
Figure 13: Green behavior by consumer segment: lifestyle and shopping 18
Figure 14: Adoption of green practices: travel and transport 20
Figure 15: Influence of environment friendliness and carbon footprint when buying a new car 21
Figure 16: Overall distribution of consumers by green score: travel and transport 22
Figure 17: Green behavior by consumer segment: travel and transport 23
Figure 18: Country benchmarking: energy 24
Figure 19: Country benchmarking: lifestyle and shopping 25
Figure 20: Country benchmarking: travel and transport 26
Figure 21: Consumers’ behavioral trends compared to 2010: energy 27
Figure 22: Consumers’ behavioral trends: willingness to pay more for electricity at home if provided in an ethical and environmentally friendly way 28
Figure 23: Behavioral trends by consumer segment: energy 29
Figure 24: Consumers’ behavioral trends compared to 2010: lifestyle and shopping 30
Figure 25: Behavioral trends by consumer segment: lifestyle and shopping 31
Figure 26: Consumers’ behavioral trends compared to 2010: travel and transport 32
Figure 27: Behavioral trends by consumer segment: travel and transport 33
Datamonitor
Energy and Power
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
List of Figures
Figure 1: Introduction 4
Figure 2: Attitudes and beliefs 5
Figure 3: Key environmental issues 6
Figure 4: Reasons for making green choices 7
Figure 5: Drivers of green adoption 8
Figure 6: Sector-based ranking: potential to impact the environment 9
Figure 7: Adoption of green practices: energy 11
Figure 8: Adoption of green energy tariffs 12
Figure 9: Overall distribution of consumers by green score: energy 13
Figure 10: Green behavior by consumer segment: energy 14
Figure 11: Adoption of green practices: lifestyle and shopping 16
Figure 12: Overall distribution of consumers by green score: lifestyle and shopping 17
Figure 13: Green behavior by consumer segment: lifestyle and shopping 18
Figure 14: Adoption of green practices: travel and transport 20
Figure 15: Influence of environment friendliness and carbon footprint when buying a new car 21
Figure 16: Overall distribution of consumers by green score: travel and transport 22
Figure 17: Green behavior by consumer segment: travel and transport 23
Figure 18: Country benchmarking: energy 24
Figure 19: Country benchmarking: lifestyle and shopping 25
Figure 20: Country benchmarking: travel and transport 26
Figure 21: Consumers’ behavioral trends compared to 2010: energy 27
Figure 22: Consumers’ behavioral trends: willingness to pay more for electricity at home if provided in an ethical and environmentally friendly way 28
Figure 23: Behavioral trends by consumer segment: energy 29
Figure 24: Consumers’ behavioral trends compared to 2010: lifestyle and shopping 30
Figure 25: Behavioral trends by consumer segment: lifestyle and shopping 31
Figure 26: Consumers’ behavioral trends compared to 2010: travel and transport 32
Figure 27: Behavioral trends by consumer segment: travel and transport 33
Datamonitor
Energy and Power
