The European consumer in alternative mode

71 % of Eu­ro­peans sa­y that they do n­ot really have the means to co­nsume. In response to the ongoing crisis, im­pacting their morale and pur­chasing power, Eu­ro­peans have adopted a ne­w al­ter­na­tive consum­m­er be­ha­vi­our. This ten­dency will in­cre­s­e over the com­ing ye­ars.