In cooperation with the non-profit organization Solidaridad GfK published the Sustainable Consumer Monitor. The Sustainable Consumer Monitor needs to become a guide for retailers how to apply sustainanable retailing.
The report shows that there are 3 different groups of sustainable consumers: open-minded, organics and demanding. The report states that in The Netherlands there are over 3,9 million households that belong to one of these groups (over 50% of the total number of households in The Netherlands).
The consumers that belong to the group openminded are interested in the animal welfare. Organic consumers think about the environment and the demanding consumers look at social equaility and honest retailing. This research is very interesting for the food retailers. When for example a supermarket attracts a lot of open-minded clients, the supermarket can offer a wide assortment of meat replacement products. A supermarket that has a lot of demanding visitors can offer more fairtrade-products.
The reason why these consumers purchase more and more green and fairtrade products is that they think they support the environment and the animal welfare.
