Green future: how the European regulation changes the behavior of the Israeli consumer

The year 2026 marks a sharp transition from a culture of “quick consumption” to a concept where durability, repairs and energy saving become an integral part of the purchase consideration. What began as a green vision of the European Union under the European Green Deal is also permeating the Israeli market, especially in areas that are directly affected by European standardization, including electrical products, construction and real estate. This revolution is twofold: on the one hand, it encourages consumers to choose quality products that can be repaired and maintained over time, and on the other hand, it obliges property owners in Europe to consider the property’s energy rating as an economic component for everything.

While in the kitchen the revolution manifests itself in more durable and smarter products, in the European real estate market it translates into a tougher energy rating, which becomes a key factor for investors. The EPC rating, which measures the energy performance of properties, is no longer a technical detail on the sidelines of the deal. In France, for example, as of January 1, 2025, it is prohibited to rent G-rated apartments in new or renewed contracts, and in 2028 the ban is expected to also expand to F-rated apartments. For Israeli investors who own properties in Europe, this means that an apartment that looks profitable on paper may become a property that requires expensive renovation, or one that is more difficult to rent and sell.

“Rating is just as important as location”

The regulatory and technological change also leads to a profound change in consumer behavior. In France, where the repairability index is already in operation, published data indicates that 55% of consumers are familiar with the index, and 66% of those who know it found it helpful in the purchase decision. These data reflect a broader trend: the modern consumer is less impressed by general promises and more looking for transparency, durability and long-term value. “The consumer of 2026 is looking for protection for his money,” explains Moti Azoulai, a researcher of consumer behavior and digital markets and a lecturer at the College of Management. “The consumer wants to know that the product he bought will not become a problem in two years, and that if there is a malfunction, it will be possible to repair it and not replace the entire product.”

In the end, green regulation in Europe is not just a story of new standards, ratings and laws. It marks a profound change in the perception of value itself. A product that cannot be repaired, an asset that does not meet energy requirements or a brand that does not provide transparency, gradually turn from a symbol of comfort into a source of financial risk. For the Israeli consumer and investor, the meaning is clear: the future belongs to those who think further than the next purchase, and choose products and assets that are able to withstand both the test of time and the new rules of the green economy.