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Green Consumer Reports Worldwide

Establishing real levels of consumer concern regarding environmental issues is needed to provide a base for advancing product development and marketing plans for environmentally friendly products and services. This Green Consumer Series provides that sound base to identify opportunities and drive clients’ business decisions. This report looks at how environmentally conscious German consumers are, and how these attitudes translate into purchasing decisions and lifestyle behaviors.

Scope

  • An examination of how environmentally conscious German 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 Germany'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

German consumers are highly aware of environmental problems and how their everyday activities are contributing to them, with a high proportion already taking action to improve the sustainability of their lifestyles

The vast majority of German consumers undertaking green behaviors are doing so primarily in order to benefit the environment, as opposed to receiving green tax credit from the government often associated with such behavioral change

Females and urban dwellers display the most sustainable behavior in atleast two sectors, and are therefore likely to be more receptive to green marketing campaigns

Reasons to Purchase

  • Understand the factors that are driving the growth of green consumerism in Germany
  • 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

    Related Reports               

  Green Energy in Germany: Renewable sources, capacity growth and future outlook

  Green Consumers in India

  Green Consumers in China

  Green Consumers in the US

  Green Consumers in Australia

  Green Consumers in Brazil

  Green Consumers in France

  Green Funding by Government & Green Initiatives of Companies

  Best Practice in Green IT: Implementing Green IT in the enterprise and its cost benefits

  Consumer Logistics Spending in Germany to 2013




Table Of Contents

DATAMONITOR VIEW 1
Catalyst 1
Key findings 1

ANALYSIS 4
Attitudes and beliefs 4
Motivations and priorities 7
Comparative industry responsibility 9
Analysis of behaviors related to particular industries 10
Domestic energy 10
Lifestyle and shopping 15
Travel and transport 19
Scores benchmarking 24
Green behavioral trends 27
Domestic energy 27
Lifestyle and shopping 30
Travel and transport 32

APPENDIX 34
Methodology 34
Ask the analyst 35
Datamonitor consulting 35
Disclaimer 35

List of Figures

Figure 1: Introduction 4
Figure 2: Attitudes and beliefs 5
Figure 3: Key environmental issues 6
Figure 4: Reasons for making green choices 7
Figure 5: Drivers of green adoption 8
Figure 6: Sector-based ranking: potential to impact the environment 9
Figure 7: Adoption of green practices: energy 11
Figure 8: Adoption of green energy tariffs 12
Figure 9: Overall distribution of consumers by green score: energy 13
Figure 10: Green behavior by consumer segment: energy 14
Figure 11: Adoption of green practices: lifestyle and shopping 16
Figure 12: Overall distribution of consumers by green score: lifestyle and shopping 17
Figure 13: Green behavior by consumer segment: lifestyle and shopping 18
Figure 14: Adoption of green practices: travel and transport 20
Figure 15: Influence of environment friendliness and carbon footprint when buying a new car 21
Figure 16: Overall distribution of consumers by green score: travel and transport 22
Figure 17: Green behavior by consumer segment: travel and transport 23
Figure 18: Country benchmarking: energy 24
Figure 19: Country benchmarking: lifestyle and shopping 25
Figure 20: Country benchmarking: travel and transport 26
Figure 21: Consumers' behavioral trends compared to 2010: energy 27
Figure 22: Consumers' behavioral trends: willingness to pay more for electricity at home if provided in an ethical and environmentally friendly way 28
Figure 23: Behavioral trends by consumer segment: energy 29
Figure 24: Consumers' behavioral trends compared to 2010: lifestyle and shopping 30
Figure 25: Behavioral trends by consumer segment: lifestyle and shopping 31
Figure 26: Consumers' behavioral trends compared to 2010: travel and transport 32
Figure 27: Behavioral trends by consumer segment: travel and transport 33

 

Green Energy in Germany: Renewable sources, capacity growth and future outlook

During 2004–08, Germany’s electricity generation increased at a low CAGR of 0.7% largely due to adoption of energy efficiency measures with the aim to reduce growth in demand. Germany’s energy policy is governed by the strategy to reduce dependence on imports of fossil fuels, while simultaneously switching to renewable and clean energy technologies. With the introduction of feed-in tariffs under the EEG in 2000, renewable energy technologies experienced strong growth. In order to meet the emission reduction target laid out in the EU directive, Germany adopted its own national climate action plan. At present, German government incentives and mandates are the main drivers of renewable energy in Germany.
This report documents the growth of the German renewable energy market, showing its current status and projecting where it is likely to grow to in the foreseeable future.
This document gathers the statistical data on the different types of energy generation, combines and contrasts them against each other to show the clear leaders, drivers to change and future growth.


Key features of this report

  •  Overview of the German electricity market with focus on renewable energy. Analysis of energy type volumes, capacity installed, and generation output in Germany.
  •  Growth of renewables – installed capacity and generation, government mandates and incentives, and comparative economics.
  •  Information and analysis by renewable energy sector – wind, biomass, hydro, solar, geothermal, and biofuels.
  •  Installed capacity and generation, global comparison, key players, economics, drivers, resistors, and outlook for each renewable energy sector.

Scope of this report

  •  Achieve a quick and comprehensive understanding of how German market trends and legislation are influencing the development of the renewable energy market.
  •  Assess the emerging trends in renewable energy technology – wind, biomass, hydropower, solar, geothermal, and biofuels - capacity and generation.
  •  Quantify value and volume growth potential in German electricity market and in energy generation technology type.
  •  Understand the major issues affecting the German electricity industry in general and renewable electricity in particular.
  •  Predict the key growth areas in the German renewable energy industry.


Key Market Issues

  •  EU Emission Reduction Targets: Historically, the EU’s emission reduction targets are the primary drivers for implementation of policies that encouraged usage of renewable energy in the EU member states. The EU’s directive on reducing GHG emissions through increased usage of renewable energy is expected to be met at individual country-level through their own policies.
  •  Renewable Energy Incentives and Mandates: In order to meet the emission reduction target laid out in the EU directive, Germany adopted its own national climate action plan. The EEG enacted in 2000 regularly monitors and adjusts the tariffs to suit market conditions and technological developments.
  •  Energy Security: Germany is increasingly substituting its fuel-based power generation with domestically-produced renewable energy, primarily to reduce its dependency on imports of fossil fuels from countries such as Russia.

Key findings from this report

  •  In 2008, Germany’s electricity generation totaled 612.8TWh, an increase of 0.3% over 2007. During 2004–08, Germany’s electricity generation increased at a low CAGR of 0.7% largely due to adoption of energy efficiency measures with the aim to reduce growth in demand.
  •  Contribution of fossil-fuel based generation to the total electricity generation in Germany reduced from 90.3% in 2004 to 84.9% in 2008, while share of renewables increased from 9.7% in 2004 to 15.1% in 2008. Germany’s increased preference for renewables is driven by the need to replace fossil fuels while countering climate change.
  •  Installed capacity for electricity generation from renewable sources increased from 4,651MW in 1990 to 37,406MW in 2008 largely led by phenomenal growth in wind energy capacity from 56MW in 1990 to 23,895MW in 2008.

Key questions answered

  •  What are the drivers shaping and influencing new capacity installed in the energy industry?
  •  How will renewable energy technologies capacity share perform to 2050? What are the opportunities?
  •  What are the forecast market growth rates 2008-2050?
  •  What is the policy framework governing the renewable energy market?
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