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Green Consumers in Italy
Datamonitor, Aug 2010, Pages: 35
Companies across multiple industries are developing products and services to harness the opportunities arising from environmentally conscious consumers. Targeting and reaching those customers requires sophisticated intelligence which relates to specific industries and includes breakdowns based on demographics, attitudes and behaviors.
Scope
- An examination of how environmentally conscious Italian 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 Italy'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 of this title
The majority of consumers in Italy are aware of the environmental damage being done to the Earth and consider human activity to be the key factor driving the rise of climate change. They are concerned about the impact of environmental issues on their daily lives, and realize the need to tackle them.
Consumers demonstrate a moderate to high level of adoption of sustainable energy related practices in the home, such as turning off lights or electrical appliances when not in use, minimizing heating usage, and so on; this is reflected across various consumer segments in the country.
In terms of green behavior, when compared to the rest of Europe Italy performs above average across the domestic energy, lifestyles and shopping and travel and transport sectors.
Key reasons to purchase this title
- Understand the factors that are driving the growth of green consumerism in Italy
- 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
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