‘Green’ image seen as key to future business success

Representatives of the EU institutions, companies and civil society organisations gathered in Brussels on the 12 July 2011 for a conference organised by Kellogg's entitled 'How well behaved are you? An insight into how we motivate consumers to make better choices'.

Behavioural economics looks at how people react in different situations, and how they choose to allocate their money, time and labour accordingly.

Customers are becoming more aware of the environmental impact of their lifestyles and the most successful companies will be those who best respond to shoppers' desire to 'buy green', business representatives argued at the conference.

• Primary Source

European Commission: DG Health and Consumers: Consumer research: Behavioural economics http://ec.europa.eu/consumers/behavioural_economics/index_en.htm

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