Introduction The ethical consumer is no longer an anomaly. Ethical attitudes are fast becoming a significant part of the public agenda and energy suppliers who want to capitalise on this trend and simultaneously increase their renewable capacity need to ensure that the ideal strategies for acquiring the green customer are in place.
Scope - This report assesses where in Europe and the US and to what degree this trend towards ethical consumerism lies - It recommends how best utilities can position themselves and their brands in order to meet consumer demand. - The report is structured in terms of the degree of opportunity, consumers trends and company strategies relating to ethical consumerism by country Highlights The market for ethical goods and services is thriving with a 14% growth year on year across Europe.
Income and gender have little influence on ethical tendencies whereas cultural difference as more pronounced
There is a discrepancy between ethical values and actual ethical purchases
Reasons to Purchase - Recommendations are provided for the 7 key European markets and the US - Datamonitor provides its growth scenario for the uptake of green energy up to 2008 - Understand the market size and opportunities for ethical products
