Dutch consumers are more concerned about price and quality than how green or how ethically-produced a product is compared with other Europeans, according to Readers Digest research. The organisation concludes that the Dutch are the ‘picture of the sober consumer’.

Of the 1,200 Dutch people polled, 53% said they were sensitive to environmentally-friendly brands, compared with an average of 64% in the 15 countries looked at. Quality was regard as most important by 82%, the brand by 80% and ‘what you get for your money’ by 77%.