However, according to the report from Jupiter Research, surfers in the UK and Germany display the least eco-friendly buying behaviour, with the Danes and the Dutch most likely to buy green.

"Despite overwhelming media and government attention to green issues in the UK and Germany, our surveys show that consumers in smaller European countries like Denmark and the Netherlands exhibit much more concern for environmental issues," said Dorothee Vogel, European commerce analyst at JupiterResearch and lead author of the report.

But, according to the research, retailers need to do more to convince online shoppers to buy green.

This will both encourage environmentally-friendly consumption, as well as giving the retailers an edge over competitors.

"Overall suppliers' efforts online don't correlate with consumers' attitudes in Europe and clearer sustainability communication will have the greatest short-term impact on green shopping adoption," said Vogel.

www.jupiterresearch.com

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