Consumer Purchasing Behaviors: EU* vs USA
“Extremely” and “Very Interested,” 2020
European and American consumers differ in their interest in sustainable shopping behavior.
Europeans are more interested than Americans in some key sustainable consumption behaviors, including being keener on prioritizing durability, recycled materials, responsible brands, and third-party certification. Differences are largest in terms of third-party certifications, with fewer than half of US consumers expressing interest compared to nearly six in ten European consumers.
- * Includes: France, Germany, Italy, Spain, Sweden, and UK
- Question wording: How interested are you in doing more of each of the following in the coming year?
- Data Source: GlobeScan Healthy and Sustainable Living Report 2020, our 27-market, 27,000 person public opinion study fielded in June 2020 about attitudes, opinions, and behaviors linked to more sustainable and healthier lifestyles.