BetterWorldBooks​

According to a study conducted among 160 undergraduate in a UK university (Schlegelmilch, Bohlen & Diamantopoulos, 1996) , the environmental consciousness explain more than 20% of the variation in the purchasing measures. Surprisingly, other factors such as the socio-economic situation are less relevant than the environmental consciousness in the decision of purchasing a “green labelled” product.

When it comes to comparing Europeans and Americans behavior toward green product, it appears that Europeans are 50% more likely to purchase eco-friendly products than Americans, according to the LOHAS survey (European Commission, 2007). However, this survey also came to the conclusion that Europeans are 25% less likely than Americans to pay more for environmentally friendly products. Though, Europeans are on average 25% more environmentally conscious than American.

Also, according to a survey in the European Union, (TNS Political & Social at the request of the European Commission, July 2013) 26% of European (on average) often buy environmentally friendly products. However, one can notice that this percentage varies between the E.U. For example, 48% of Austrian often buy environmentally friendly products for only 16% of people from Finland. The percentage for France, Germany, the United Kingdom and Italy are the following:

• France: 27% of people often buy environmentally friendly products;

• Germany: 37% of people often buy environmentally friendly products;

• Italy: 17% of people often buy environmentally friendly products;

• United Kingdom: 29% of people often buy environmentally friendly products.

In addition, distinctions are to be made within the population depending on age.

One can notice that young people are less likely to buy environmentally product that older people.

In general, we can notice (for the E.U. as a whole) that:

• Young people (15-24 years): 15% often buy environmentally friendly products;

• Adults (25-54): about 25% often buy environmentally friendly products;

• Seniors (55+): 32% often buy environmentally friendly products.