According to a recent survey, European consumers are 50% more likely to buy green products than their American counterparts.

A survey by PR agency Peter Novelli and the Natural Marketing Institute surveyed 16,000 consumers in 8 European countries, and follows a similar survey amongst American consumers.

Survey results also found that Europeans are 25% more likely to recycle and more than 30% likely to influence their friends and family about the environment
than Americans.

Other results include:

Europeans are approximately 25 percent less likely than U.S. shoppers to say they will pay 20 percent more for eco-friendly products. However, this is in apparent contradiction with actual purchases, as Europeans are more likely to have purchased products like organic foods, renewable power and hybrid cars.

Europeans are approximately 32% more likely than Americans to bemotivated to buy products with seals or certifications indicating the product is environmentally-friendly, underscoring the critical roles that authenticity and transparency play.