Consumers willing to sacrifice quality for environment

Many European consumers are more concerned about the environment than the economy, jobs and crime, according to market research carried out by the advertising agency McCann-Erickson and the Harris Research Centre.1 Most consumers are also willing to sacrifice product performance and spend more money on less harmful products.

The research was conducted last July among 525 consumers in Germany, France and the UK. Its objective was to assess the nature of green consumerism in those countries and determine market differences between them.

The environment emerged as consumers' main anxiety, with packaging and air quality topping the list of environmental concerns. No fewer than 93% of respondents expressed major concern about the environment, compared with 79% abo

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