GfK researches the green consumers with their Sustainable Consumer Monitor for Supermarkets

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.

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Green order and delivery system in retail sector

Mars Company in the Netherlands is testing a new initiative in logistics: Green order. The objective is to change the order behaviour to reduce the emission of CO2. The impact on the environment will be measured and communicated to the clients. When an order is placed the emission of CO2 will be mentioned at the delivery receipt, to see the effects of the order on the environment.

With Green Order Mars wants to support social responsability and improve the occupation grade of the delivery trucks. The project will be done together with transport company Kuehne + Nagel and the consultancy agency Capgemini.

Introducing the Green Order system they also hope to reduce the number of traffic jams and have lower costs because of a more efficient delivery system. The client will benefit by the more efficient receival of products. Clients will also get a “logistic customer scorecard”, where supplier and client can formulate their environment goals.