Price is king even in green

Be green all you want but admit it – the amount in your wallet(especially at times like this) is more important than your greenconscience.

A study from consulting firm Deloitteconfirmed the same sentiment among shoppers although Deloitte said someof the low green purchasing numbers are also driven by lack ofmarketing initiatives.

More than 6,400 shoppers in 11 majorretailers were interviewed in the study and out of that only 22%actually bought green products even though 95% are open to consideringbuying green.

“Sometimesconcerns about product performance and credibility of the environmentalclaims are the reasons shoppers opt not to buy green products, but moreoften communication and product education are the biggest obstacles.The larger potential population of shoppers that lean toward green wantprice and performance parity for sustainable products because it is nottheir dominant purchase driver.”

A key finding from thestudy showed committed and proactive green shoppers are less pricesensitive than the average and generally are not bargain hunters (Iguess that excludes me but don’t my thrift shopping habits put me backto green people’s graces?).

Also, green shoppers on average are said to be older, have higher income and are more educated.

Don’tworry, the chemical industry is actually working on solutions to makegreen products cheaper and more accessible to the average shoppers. Atleast that’s what they told me especially those in the cleaningindustry 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 surveyby Harris Interactive commissioned by Swedish paper company SCA Tissuereported that 73% green buyers (among 2,014 U.S. adults aged 18 yearsand older interviewed), reported unchanged “green” buying habitsdespite the recession.

So if we put all reports together, Iguess this means that overall marketers and green productsmanufacturers don’t have to worry about avid green buyers despite therecession but they still have a lot of work to do to convince averageshoppers (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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