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Opinion on sustainable products in Europe 2018, by age group

In Europe, the respect for the environment was a priority in the shopping behavior of about two thirds of Generation X, Baby Boomers, and Silent. A survey conducted in 2018 revealed that 75 percent of European consumers aged over 34 years old preferred to buy products with environmentally friendly packaging. Meanwhile, only 70 percent of younger consumers between 18 and 24 years old had the same opinion.

Opinion on sustainable products among European consumers* in 2018, by age group

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Release date

October 2018



Survey time period


Number of respondents

3,334 respondents

Age group

18 years and older

Special properties

709 Young Millennials; 709 Millennials; 1,916 Generation X and Baby Boomers**

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "We would like to ask your opinion about the following statements. How much do you agree on a scale from 1 to 7?"
1=Totally disagree
7=Totally agree

*Percentage of respondents who selected the top three boxes' values.

**The source describes the panel as follows:
18-24 years: Young Millennials.
25-34 years: Millennials.
Over 34: Generation X, Baby Boomers, and Silent.

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