Green waves: The demand for eco-friendly products in Europe

 
Green products are increasingly entering the market. The interest in such products is fueled by a new sensitivity for environmental issues by customers and policymakers. However, there are differences in the attitudes towards sustainable consumption across Europe. The complexity of certification standards also leads to skepticism of potential customers towards these products. Consequently, engaging in sustainable production of companies is opportunity and challenge at the same time. What are the attitudes of different European customers towards eco-friendly products and what can companies do to ride successfully with the green wave?