Be green all you want but admit it - the amount in your wallet
(especially at times like this) is more important than your green
conscience.
A study from consulting firm Deloitte
confirmed the same sentiment among shoppers although Deloitte said some
of the low green purchasing numbers are also driven by lack of
marketing initiatives.
More than 6,400 shoppers in 11 major retailers were interviewed in the study and out of that only 22% actually bought green products even though 95% are open to considering buying green.
Also, green shoppers on average are said to be older, have higher income and are more educated.
A study from consulting firm Deloitte
confirmed the same sentiment among shoppers although Deloitte said some
of the low green purchasing numbers are also driven by lack of
marketing initiatives.More than 6,400 shoppers in 11 major retailers were interviewed in the study and out of that only 22% actually bought green products even though 95% are open to considering buying green.
"Sometimes concerns about product performance and credibility of the environmental claims are the reasons shoppers opt not to buy green products, but more often communication and product education are the biggest obstacles. The larger potential population of shoppers that lean toward green want price and performance parity for sustainable products because it is not their dominant purchase driver."A key finding from the study showed committed and proactive green shoppers are less price sensitive than the average and generally are not bargain hunters (I guess that excludes me but don't my thrift shopping habits put me back to green people's graces?).
Also, green shoppers on average are said to be older, have higher income and are more educated.
Don't
worry, the chemical industry is actually working on solutions to make
green products cheaper and more accessible to the average shoppers. At
least that's what they told me especially those in the cleaning
industry as well as in cosmetics and personal care.
But let's examine some other recent studies on green buying trends these days:
According to green certification company Green Seal, a study conducted by Opinion Research reveals that 82% of consumers are buying green despite battered economy.
A survey by Harris Interactive commissioned by Swedish paper company SCA Tissue reported that 73% green buyers (among 2,014 U.S. adults aged 18 years and older interviewed), reported unchanged "green" buying habits despite the recession.
So if we put all reports together, I guess this means that overall marketers and green products manufacturers don't have to worry about avid green buyers despite the recession but they still have a lot of work to do to convince average shoppers (who like to think green) to really buy green.
For me personally, just lower the damn price and I'll be a happy green camper.
But let's examine some other recent studies on green buying trends these days:According to green certification company Green Seal, a study conducted by Opinion Research reveals that 82% of consumers are buying green despite battered economy.
A survey by Harris Interactive commissioned by Swedish paper company SCA Tissue reported that 73% green buyers (among 2,014 U.S. adults aged 18 years and older interviewed), reported unchanged "green" buying habits despite the recession.
So if we put all reports together, I guess this means that overall marketers and green products manufacturers don't have to worry about avid green buyers despite the recession but they still have a lot of work to do to convince average shoppers (who like to think green) to really buy green.
For me personally, just lower the damn price and I'll be a happy green camper.
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